Apple explores screenless fitness band to rival Whoop
Apple is reportedly investigating a new wearable fitness tracker without a screen, designed as a thin fabric band with a sensor module. The device would compete with Whoop, a fitness company valued at over $10 billion, but is not expected to launch before 2028. The project is still in an exploratory phase, according to Bloomberg.
The proposed device would mark a notable departure from Apple's existing wearable strategy, which centers on the multi-functional Apple Watch. By developing a screenless band, Apple appears to be targeting a niche of users who prioritize continuous health and sleep tracking over the interactive features of a smartwatch. This approach mirrors the product philosophy of Whoop, which has built a significant business around a minimalist, subscription-based fitness band.
Bloomberg's report indicates the project remains in early internal exploration, with no guarantee of a commercial release. If it does proceed, the timeline suggests a launch several years away, potentially aligning with Apple's broader hardware roadmap. The company is currently navigating a leadership transition, with new CEO John Ternus at the helm following Tim Cook's move to executive chairman, while also managing supply chain pressures from a memory shortage.
A screenless Apple fitness band could reshape the competitive landscape for dedicated health wearables, potentially pressuring companies like Whoop that rely on a subscription model. For consumers, it may offer a more discreet and comfortable option for continuous tracking, possibly encouraging more people to monitor long-term health metrics. However, its impact will depend on pricing and how it integrates with the existing Apple ecosystem, which could either expand the market or simply shift existing Apple Watch users to a new form factor.