Apple (AAPL.US) reportedly developing a screenless fitness band to compete with Whoop: undecided on release, earliest launch in 2028

According to Zhitong Finance APP, Apple Inc. (AAPL.US) is developing a screenless health and fitness tracker similar to the wrist-worn device by Whoop Inc., as part of the company’s efforts to rethink its smartwatch product line and expand its lineup of wearable technology. Sources reveal that Apple has been exploring this category for several months and is currently in the prototype development phase. The project has received support from top executives, but Apple has yet to decide whether to release the product.

The project is still in the preliminary internal phase known as "technology investigation." If Apple decides to proceed, this device likely won’t debut before 2028. A spokesperson for the Cupertino, California-based company declined to comment.

The prototype uses a slender fabric strap equipped with a computing module that contains sensors. The lack of a screen distinguishes this device from the Apple Watch—which is a display-centric product that combines fitness tracking with apps, notifications, and other functions.

According to sources, this potential competitor to Whoop has particularly attracted the interest of Apple’s Executive Chairman Tim Cook and Eddy Cue, head of Services. Cue took over the company’s health business at the end of last year.

While Apple remains the leading smartwatch vendor—especially in the United States—competitors such as Whoop and smart ring maker Oura Inc. are rapidly growing, each with millions of users. Their rise is prompting Apple to reassess its approach to health and fitness tracking.

Meanwhile, Apple's watch and health businesses are undergoing a change in management. Former Chief Operating Officer Jeff Williams, who oversaw both units, retired at the end of last year. Stan Ng, who was responsible for marketing for Apple Watch and health, as well as Jay Blahnik, who led Apple's fitness strategy, have also left the company.

Cue has pushed Apple’s health team to learn from features found in those newer rivals—whose products adopt simpler interfaces focused squarely on fitness and health tracking. In contrast, Apple Watch serves a much broader range of functions.

Apple has already started to integrate Whoop-like features into its latest watches and revamped Health app, including more advanced heart rate tracking and metrics that assess a user’s physical readiness for the day. The technology can also estimate a person’s biological age based on health data. The new version of the app features a cleaner, more intuitive interface—reflecting influence from competitors’ products.

Oura filed for an initial public offering (IPO) this month; while Whoop—currently valued at around $10 billion—has told the media it is considering an eventual IPO.

Google, a subsidiary of Alphabet (GOOGL.US), has also entered the screenless wearable device market with the recently released Fitbit Air. Garmin, a pioneer in tracking and fitness devices, also sells display-free smart bands.

Members of Apple’s Vision hardware team have been involved in the early engineering work for this new tracker. That team developed the Vision Pro headset and is now working on other wearable devices, including Apple’s first smart glasses and camera-equipped AirPods, with both products expected to launch in 2027.

Apple is also developing an AI-powered pendant equipped with a camera, though this project has been delayed. The concept envisions users wearing it as a necklace, pinning it to clothing, or placing it elsewhere on the body to collect visual data for processing by the next-generation Siri AI assistant.

Apple is also integrating artificial intelligence into its products in other ways. Earlier this month, the company launched a watch capable of recording audio throughout the day and using AI to generate summaries of the wearer’s conversations and activities.

The company is preparing a major update to its smartwatch product line, which could launch as early as the end of 2027. This redesign comes after years of incremental changes. Two years ago, Apple trimmed down its flagship watch with Series 10, but the larger Ultra model has kept its look since first launching four years ago.