Apple Inc. (AAPL.US) Reportedly Developing Screenless Fitness Band to Rival Whoop: Has Not Decided Whether to Release It, Earliest Debut in 2028

Apple Inc. (AAPL.US) is developing a screenless health and fitness tracker similar to Whoop Inc.'s wrist-worn device, one of the company's efforts to rethink its smartwatch lineup and expand its wearable technology portfolio. According to people familiar with the matter, the company has explored this category for several months and is currently in the prototype development stage. The people said the project has support from senior leadership, but Apple Inc. has not yet decided whether to release the product. The project remains in an early stage internally referred to as a "technology investigation." If Apple Inc. moves forward with a release, the device most likely would not debut before 2028. A spokesperson for the Cupertino, California-based company declined to comment. The prototype features a slim fabric band with a sensor-equipped computing module. The lack of a screen would differentiate the device from the Apple Watch a product centered on a display that combines fitness tracking with apps, notifications and other functions. The people said the potential Whoop competitor has particularly drawn the interest of Apple Inc. Executive Chairman Tim Cook and services chief Eddy Cue. Cue took over the company's health business late last year. Although Apple Inc. remains the leading seller of smartwatches especially in the United States competitors such as Whoop and smart ring maker Oura Inc. are growing rapidly, each with millions of users. Their rise is prompting Apple Inc. to re-examine its approach to health and fitness tracking. Meanwhile, Apple Inc.'s watch and health businesses are undergoing a management transition. Former Chief Operating Officer Jeff Williams, who oversaw both businesses, retired late last year. Stan Ng, who led marketing for Apple Watch and the health business, and Jay Blahnik, who headed Apple Inc.'s fitness strategy, have also left the company. Cue has pushed Apple Inc.'s health team to borrow features from these newer rivals whose products have simpler interfaces and focus on fitness and health tracking itself. The Apple Watch, by contrast, serves broader purposes. Apple Inc. has already begun incorporating Whoop-style 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 app also features a cleaner, easier-to-understand interface, reflecting the influence of competitors' products. Oura filed for an initial public offering (IPO) this month; Whoop currently valued at about $10 billion has previously told media it is considering an eventual IPO. Alphabet (GOOGL.US)'s Alphabet Inc. Class C has also entered the screenless wearable market with its recently released Fitbit Air. Garmin Ltd., a pioneer in positioning tracking and fitness devices, also sells smart bands without displays. Members of Apple Inc.'s Vision hardware team participated in early engineering work on the new tracker. That team developed the Vision Pro headset and is currently working on other wearable devices, including Apple Inc.'s first smart glasses and AirPods with cameras, both targeting a 2027 release. Apple Inc. is also developing an AI pendant with a camera, though the project has been delayed. As envisioned, users could wear it as a necklace, clip it to clothing or place it on other parts of the body, where it would collect visual data for processing by a next-generation Siri AI assistant. Apple Inc. is also integrating artificial intelligence into its products through other efforts. Earlier this month, the company launched a watch that can record all day and use AI to generate summaries of the wearer's conversations and activities. The company is also undertaking a major update to its smartwatch lineup, with a release as early as late 2027. The redesign would come after years of incremental changes. Apple Inc. made its flagship watch thinner two years ago with the Series 10, but the larger Ultra model has kept the same appearance since it launched four years ago.