Apple is currently working on prototypes for a new screenless health and fitness tracker as part of its strategy to diversify its wearable technology offerings. The initiative aims to strengthen competition against existing brands such as Whoop and Oura, which have seen significant demand for their screenless devices.
As the leader in the global smartwatch market with the Apple Watch capturing a 20% to 23% share of shipments, Apple is looking beyond its existing product line. According to Bloomberg, the company has been in the investigative stages of this new wearable for several months and has the support of key executives. However, no final decision has been made on the product’s development, and if it proceeds, a launch could occur as early as 2028.
Early designs of the screenless tracker reportedly feature a slim fabric strap that houses a sensor-and-computing unit, concentrating on passive monitoring of health metrics rather than functioning as a traditional smartwatch with apps and alerts. The new device aims to provide continuous health insights without the distractions of a display.
Sales figures illustrate a growing market for screenless fitness trackers, with a reported 88% increase in sales between 2024 and 2025. Notably, Whoop has seen its subscription-based model gain traction, while the Oura Ring offers a compact solution for monitoring various wellness indicators.
Top Apple executives, including Tim Cook and Eddy Cue, have expressed interest in this project. This direction comes in light of competition, as Whoop recently raised substantial funding, and Oura is preparing for a potentially lucrative initial public offering.
Why this story matters
- Apple aims to expand its presence in the fitness tracker market, an area increasingly popular with consumers.
Key takeaway
- A screenless wearable could redefine how consumers engage with health tracking, focusing on passive data collection.
Opposing viewpoint
- Some industry analysts question whether a screenless device can successfully compete against established offerings that include visual interfaces and notifications.
