The aim of this study is to investigate and verify whether some features of the neoliberal society are present in apps for diet and mental wellbeing. The four com-ponents are: quantification; medicalization; gamification and emphasis on per-formance. On this basis, we carried out a content analysis on the texts, the design and some comments related to three app for dieting and two apps for mental well-being. From our analysis it can be stated that the four features are ‘embodied’ in the apps we took into consideration. Moreover, these four characteristics may be-come part of a framework to analyse and carry out social research into the con-text of digital health, consumption and neoliberism.
Keywords: Apps, consumption, medicalization, quantification, performance, gamification