Apple is developing a screenless health and fitness tracker to compete with Whoop, according to a new report from Bloomberg. The company is reportedly “developing prototypes,” but has yet to decide whether to ultimately release the product.
The prototypes being developed inside Apple reportedly have a “thin fabric band with a sensor-equipped computing module.” The project is currently in the “technology investigation” phase, and Bloomberg says the product won’t be released before 2028 — if Apple decides to release it at all.
The project is said to have support from top Apple executives, including Eddy Cue and Tim Cook. Cue took charge of Apple’s health team last October, following the departure of Jeff Williams.
Cue has pushed Apple’s health team to adopt features from the newer rivals, whose products offer simpler interfaces focused squarely on fitness and health tracking. The Apple Watch serves a broader range of purposes.
Products like Whoop and Oura Ring are popular among people who want to track their health and fitness without wearing a smartwatch. As Reuters reports, Oura is prepping for an IPO and recently revealed that it sold 3.6 million Oura Rings in the 12 months ending June 30. Revenue grew 74% to $1.21 billion for the nine months ending June 30.
Apple is still the dominant player in the smartwatch market specifically, though. The Apple Watch also offers a far wider array of features than health and fitness-focused wearables like Oura and Whoop.
Bloomberg also reiterates that next year will be a big year for the Apple Watch:
The company is also working on a major update to its smartwatch lineup for release as early as late 2027. This redesign would follow years of more incremental changes. Apple made its main watch thinner with the Series 10 two years ago, but the larger Ultra model has retained the same look since its debut four years ago.
Do you think Apple should make a screenless fitness tracker to coexist with the Apple Watch? Let us know down in the comments.
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