Apple is developing a screen-free health and fitness tracker designed to compete directly with minimalist wearable devices like Whoop and Fitbit Air, according to a Bloomberg report published on September 22. Citing sources familiar with the matter, the report notes that the prototype features a thin fabric band and a sensor-packed computing module, targeting continuous biometric tracking without the distractions of a traditional smartwatch display.
Early Development Phase and 2028 Horizon
The project is currently in its initial phase, referred to internally as a “technical investigation,” according to Bloomberg. Apple has been exploring this product category for months and has built prototypes, though executives have not yet made a final decision on whether to bring the device to market. If Apple moves forward with a commercial release, the hardware would debut no earlier than 2028.
The device relies on a flexible fabric strap rather than the glass display found on the Apple Watch. By omitting standard smart features such as media controls, notifications, and application support, the tracker focuses entirely on passive health and fitness data collection.
Leadership Push and Market Rivalry
The new wearable direction is supported by high-ranking executives, including Apple Executive Chairman Tim Cook and Services Chief Eddy Cue, as reported by Bloomberg. Cue, who took over Apple’s health business following leadership transitions that included the retirement of former Chief Operating Officer Jeff Williams, has urged internal teams to study newer competitors and integrate streamlined tracking concepts into the Apple ecosystem.
Apple has already introduced Whoop-like features into its existing software and hardware, including advanced heart rate tracking, daily readiness metrics, and biological age estimations within the redesigned Health app. These shifts come as specialized rivals scale rapidly. Oura recently filed for an initial public offering, and Whoop maintains a valuation of approximately 10 billion US-Dollar, according to Bloomberg and Notebookcheck reporting.
The broader wearable market has seen increased activity from major technology firms. Alphabet’s Google introduced Fitbit Air, while Garmin offers fitness tracking alternatives. Following Bloomberg’s report on Apple’s tracker plans, Garmin shares initially dipped 2,5 % before recovering to close up 1,6 %, while Apple stock traded near $340.
Broader Wearable Strategy and Vision Team Involvement
Worth a look