Apple is reportedly working on a new screenless fitness tracker that could compete directly with Whoop, a fitness technology company recently valued at over $10 billion. According to Bloomberg, Apple is conducting a "technology investigation" to determine whether to proceed with full development of the device. Several prototypes have already been created as part of this exploratory phase.
The proposed fitness tracker is described as a thin fabric band equipped with a sensor module, distinguishing it from the screen-equipped Apple Watch. Bloomberg indicates that the device would not be available until at least 2028.
Apple currently offers fitness tracking through its Apple Watch, which monitors workouts, heart rate, sleep, and other health metrics. The new device's simpler form factor aligns more closely with Whoop's fitness bands, which focus on continuous health monitoring without a display.
This development comes amid leadership changes at Apple, with Tim Cook stepping down as CEO in August and John Ternus taking over the role. The company is also navigating supply chain challenges, including a memory shortage, while planning new product launches such as a foldable phone, updated tablets, and a new MacBook Pro.
Apple has also recently engaged in legal action against OpenAI over alleged trade secret theft, highlighting its broader efforts to maintain a competitive edge in hardware and AI technologies. TechCrunch has reached out to Apple for comment on the fitness tracker report.