Apple is reportedly working on a new screenless fitness tracker that may compete with Whoop. The device is still in the early stages of development and is not expected to launch until 2028. According to Bloomberg’s Mark Gurman, the tech giant has been exploring the idea for several months and is now developing prototypes. The tracker is expected to focus mainly on health and fitness data, without a display or the wider features found on the Apple Watch.
The prototypes feature a thin fabric band with a sensor-equipped small computing module, as per the report. Unlike the Apple Watch, the device would not have a screen. This would allow Apple to focus on health and fitness tracking without adding apps, notifications and other smartwatch features.
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According to the report, Apple Executive Chairman Tim Cook and Services chief Eddy Cue have shown particular interest in the project. “Apple has already begun incorporating Whoop-style features into its latest Watch and revamped Health app. Those include more advanced heart-rate tracking and metrics that assess users’ readiness for the day. And the technology can estimate a person’s biological age based on health data,” the report reads.
Whoop and Oura have gained millions of users with products that put health tracking at the centre. Their devices offer a simpler experience than traditional smartwatches. This has reportedly led Apple to rethink how it approaches fitness and health tracking.
Apple is not the only company exploring screenless wearables. Google recently entered the category with the Fitbit Air, while Garmin also offers fitness bands without displays.
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The project is also getting help from Apple’s Vision hardware team, which worked on the Vision Pro. The team is involved in other upcoming wearable projects, including Apple’s first smart glasses and AirPods with cameras, which are reportedly targeted for 2027.
Apple has also explored an AI-powered pendant with a camera. That project has reportedly been delayed.
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