AI health coach for lasting weight loss
Simple helps you lose weight with personalized plans, real-time nutrition analysis, on-demand coaching, and tailored workouts—without calorie counting or extreme restrictions.
For the first time, progress actually feels fun. Think of us as the Duolingo of health: motivating, enjoyable, and surprisingly delightful. While other solutions push extremes, Simple helps you find a balance that keeps you smiling throughout your weight loss journey. Consistency, made easy.
What you get with Simple
An AI coach trained by experts
Avo™ is your smart in-app coach, guiding you with personalized advice, motivational coaching, and science-backed strategies—anytime, anywhere.
Instant food feedback with Avo Vision
Snap a photo of your groceries, menu, or meal and get instant guidance, nutrition insights, and recipe ideas. No calorie math—just clear, actionable advice on the go.
Easy, personalized workouts
Get simple, beginner-friendly workout plans designed to match your fitness level and goals. Build strength, burn calories, and stay consistent with exercise routines you’ll actually enjoy.
A real-time Success Score, designed to keep you on track
Track progress in real time with your personalized Success Score. Instantly see how your choices stack up, understand where to adjust, and stay motivated as you move closer to your goals.
Sustainable results without the stress
Turn small daily choices into lasting habits so you can lose weight, feel better, and stay consistent without rigid dieting.
Meet Blinky: your emotional support fluff
Most weight loss apps give you charts and streaks. Simple gives you Blinky.
He’s playful, dramatic, and impossible to ignore. Log a salad, he cheers. Log late-night fries, he’ll indulge with you while helping you get back on track. Skip logging, and he sulks—or goes full chaos.
Blinky makes consistency fun:
- Daily motivation—“What will Blinky say today?”
- Playful accountability—reactions that keep you logging.
- Streak rewards—stay consistent and earn golden Blinky.
It’s accountability without the scolding. His moods keep you engaged, entertained, and coming back—making healthy habits stick and driving real weight loss.
Features you’ll love
-Personalized weight loss coaching from Avo™
- Photo-based nutrition feedback with Avo Vision
- Beginner-friendly, personalized workout plans
- Honest, playful motivation from Blinky
- Quick food, water, activity, and weight logging
- iOS Home Screen widget & Apple Health + Watch integration
Why Simple works
Weight loss isn’t about perfection—it’s about consistency. Simple makes logging easy, workouts approachable, and healthy choices fun, so you can build habits that last.
That’s why people call us the “Duolingo of Health.” We turn hard work into something enjoyable, motivating, and even delightful. Where other apps feel clinical or restrictive, Simple keeps you smiling, laughing, and coming back for more.
And it works. To date, Simple serves 800,000+ active subscribers, who have collectively lost more than 17.5 million pounds. With 20M+ downloads and an average 4.7-star rating, Simple ranks among the world’s top-rated wellness apps.
We’ve also been recognized globally—named among the Top 100 AI Companies by the World Future Awards (2025) and awarded Best Virtual Health Coach by MedTech Breakthrough (2025). Our methods are backed by science, published in peer-reviewed journals, and presented at leading international conferences.
For further information, please visit https://support.apple.com/en-gb/HT202039.
Privacy Policy: https://simple.life/privacy.htm
Terms and Conditions: https://simple.life/tos/
Brilliant. I was a snack person as opposed to meals, but grabbing something whenever, even though it wasn’t a lot, and having a physical job, I still put on weight. My hormonal middle ballooned! This app takes over my lock screen so I can immediately log water or food as well as see how long I have left on a fast. It feels like I’m being made to feel accountable every time I see my phone, but in a good way. The AI chat is great. I’ve got a few recipes and plenty of guidance. There are more recipes you can search through too. I thought I knew a lot about nutrition, but seeing things in a meal breakdown after it’s been logged and what rating it got, I’m amazed at the high sodium and sugar levels in food I wouldn’t have thought had that. On my second week now, having lost 5.5lbs, no calorie counting, only thinking about food in my eating window, but the increase in energy levels as well, just ticks all of my boxes. The food tastes great too in my quest to feel fuller for longer and eagerness to hit the optimal mark. I haven’t even mentioned the wall Pilates and stretching videos. Short and sweet! Walking to the shops to get my steps in and picking up fresh produce, it’s really doable, even though I work 7 days a week. Highly recommend.
Developer Response
Hello, Thank you so much for sharing your experiences with our app. It's wonderful to hear how it's positively impacted your post-menopause journey. Knowing that the app is supporting your lifestyle with features like logging hydration and meals while offering insightful nutritional breakdowns is truly heartening. If you have any questions or need further assistance in the future, please do not hesitate to contact us via our live chat at https://chat.simple.life/. We're here to help.
Not so Simple
PLASMO50
I’ve been contemplating getting this app for sometime and been on the website and filled out the questionnaire a couple of times, even downloaded the app, but then deleted it, and then finally took the plunge yesterday and thought let’s go for it. So I went on the website, filled out the questionnaire again, picked my subscription and downloaded the app; then it all went wrong! I applied my email to login and it said an email would be sent to login. No email arrived, I tried again. And again. Checked my junk email. Nothing came. I sent an email to the support address and sat back waiting for a response. Today I awoke hoping for a response. None. I tried the app again still no email to me. I messaged on instagram-no response. I emailed to support again-no response. Now it could be a user error, and probably is, but I would’ve expected some sort of response by now. I would request the app owners either pull their finger out and resolve my problem or I’d like a full refund. Your choice.Update: Simple support contacted me via Instagram(after a little delay) and we’ve resolved my issue after some discussions. Turns out they had tried to respond but can’t send emails to my Domain( not user error then :) )Having now used the app for a couple of days it’s pretty good with some useful tools, taking a picture of your meal is quite cool to log it, not always fully accurate but easy to edit what it suggests. Coach is pretty good as well and can be educational. Improving my rating, still losing one star for the initial issue though as it shouldn’t happen.
Developer Response
Hello! Thank you for updating your experience! We're glad to hear our support team was able to resolve your issue after some discussions, and it's great that you're enjoying the app's features, like the meal logging and coaching tools. We're always striving to improve, so if you encounter any other issues or have additional feedback, feel free to contact us again. We appreciate your patience and understanding! Best wishes, The Simple Team
Love Simple
Lottie13!
I’ve had the app since last November and have had great success with weight loss and changing the way I look and eat food. Leaning so much about different foods and what they can do for or not for you. I have become more mindful of food emotional eating and proper hunger. Still have days when on the learning curve with emotional eating!! Love the pop ups with advise and encouragement. I’m not part of Facebook etc. so don’t upload photos etc. But I don’t think I miss out on not having this, I get enough help and encouragement from the app in other ways. However; since the apps new layout I do miss the calorie tracker. I understand the change. I just found it very helpful to keep track on what I was consuming each day. I also miss the Fibre and Protein tracker that was there before. This was very helpful maybe more so that the calorie tracker. Maybe there’s a way of having this particular part reinstated, similar to the fluid intake tracker this very helpful and I like the app reminders. As I only drink cold water or Hot water maybe a Matcha tea during the day. But the pop up reminders are very useful. So to sum up. Simple has been a brilliant addition to my daily life. Thank you. Xxx
Developer Response
Hello! Thank you for sharing your positive experience with the Simple app and congratulations on your weight loss success. We're glad to hear that the app has helped you become more mindful of your eating habits and provided helpful advice and encouragement along the way. We appreciate your understanding regarding the recent layout changes, and we apologize for any inconvenience caused by the removal of the calorie tracker and fiber and protein tracker. Your feedback is valuable to us, and we will take it into consideration as we continue to improve the app. We're delighted to know that the fluid intake tracker and pop-up reminders have been beneficial for you. Thank you for being a part of Simple, and we wish you continued success on your journey. Best regards, The Simple Team
Excellent supportive app with no judgement
ej1357
The app has been brilliant to keep me accountable for my food intake, water intake and exercise routines. I paid the same price for a weekly in person weight loss group for a whole month! With 24/7 support, like I said accountability, encouragement, meal and snack suggestions & recipes as well as ALL ability exercises (which for me as a disabled person is very important! Yes, it’s AI based, but I wouldn’t choose any other way now! There is a friendly widget which gives you encouragement too. (I don’t like to upset him!) I’m now on day 60 of checking in and have dropped 2 dress sizes. The intermittent fasting works!! I now try to fit in a bit of exercise towards the end and drink plenty of water before breaking my fast. Eating the suggested meals (you can put in what have in stock for more personalised meals too) has made me satisfied after a meal. Yes, you eat a lot more protein (meat, nuts and eggs) and veg, but, what save on not purchasing processed foods like chocolate, sweets and dinners you use towards the things your body truly needs! I feel much better in myself and am looking forward to carrying on for a few more months. Forget those diet pills/injections, it’s time to retrain your brain and body what it truly needs!####I need to add that I’m fed up with using this app. The widget helper thing never remembered things I’d told it, that I couldn’t do the exercises that it kept suggesting due to my disability, among very manny others. Also frustrated with it constantly asking me to weigh in, surely it’s not healthy having a constant relationship with the scales?! Have hopefully cancelled the subscription, but unfortunately stuck with the 4 month minimum. Not happy, but has put good boundaries in for me and I will continue with the IF, and style of eating.
Developer Response
Hello, Thank you for providing such a detailed update on your experience with our app. It is encouraging to hear that the app has been instrumental in your journey towards healthier habits, supporting accountability and offering valuable nutrition and exercise suggestions. Your success in losing two dress sizes truly underscores your dedication. We understand the importance of having a solution that meets all of your needs, and we're sorry to hear about the issues you've faced. The feedback regarding the widget and the experience with the reminders is invaluable, and we appreciate you bringing these to our attention. For any further concerns or support needed, please connect with us through our live chat at https://chat.simple.life/. We're here to assist you with any inquiries you may have.
What’s simpler than staying consistent—and smiling while you do it?
Meet Blinky, your emotional-support fluff who makes healthy habits fun. He celebrates your wins, cheers you on through challenges, and keeps you motivated day after day. He’s invested in your goals and will hold you to them—and trust us, you won’t want to let him down.
Now introducing Streaks—your personal challenge to see how far you can go without breaking your rhythm. Each day you stay consistent, your streak grows—and Blinky grows prouder (and a little more dramatic if you miss a day).
With Blinky by your side, users have seen a 7% increase in weight loss success—and we’re just getting started. He turns consistency into something fun, personal, and addictive (in the best way).
Plus, the new Success Score lets you see your progress in real time with every log, weigh-in, and workout. Watch your score—and Blinky’s excitement—grow as your healthy habits stack up.
Consistency never felt this Simple—or this fun.
Version 8.44.0
The developer, AM APPS, indicated that the app’s privacy practices may include handling of data as described below. For more information, see the developer’s privacy policy .
Data Used to Track You
The following data may be used to track you across apps and websites owned by other companies:
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Location
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Usage Data
Data Linked to You
The following data may be collected and linked to your identity:
Health & Fitness
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Location
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User Content
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Usage Data
Sensitive Info
Diagnostics
Privacy practices may vary based, for example, on the features you use or your age. Learn More
Accessibility
The developer has not yet indicated which accessibility features this app supports. Learn More