Apple is currently developing a new fitness wearable that lacks a display, a move that would position the tech giant as a direct competitor to Whoop, a fitness technology company that recently achieved a valuation exceeding $10 billion.
According to a Bloomberg report, Apple has launched an internal “technology investigation” to evaluate the viability of creating and launching such a product. Several prototypes have already been constructed for the device.
The proposed hardware is described as a slender fabric band equipped with a computing module containing sensors. Bloomberg indicates that the product will not hit the market until at least 2028.
While Apple already offers the Apple Watch, which monitors workouts, heart rate, sleep, and other health metrics, this new form factor bears a closer resemblance to Whoop’s simple fitness bands that focus on tracking various health data points.
TechCrunch has requested comment from Apple regarding the report.
This development occurs during a significant leadership transition at Apple. In August, CEO Tim Cook stepped down to become executive chairman, with John Ternus assuming the role of CEO. The company is also navigating headwinds related to rising costs caused by a memory shortage.
Despite these challenges, Apple has promised a lineup of new devices, including foldable phones, updated tablets, and a new MacBook Pro. Additionally, the company is involved in litigation against OpenAI over allegations of trade theft, as it vies for dominance in building hardware optimized for the AI era.
If it’s half as expensive as the Watch Ultra, I’m staying with my current Whoop. Sorry Apple fans.
Does Apple really need another fitness band? Their Watch already does almost everything. What makes this different?
It’s funny how Apple’s taking a page from Whoop’s book here. Guess minimalism is the new luxury in wearables.
2028 feels incredibly far away. Will Whoop still be relevant by then, or will the market shift entirely?
Finally! I’ve always hated checking my wrist for every notification. A pure fitness tracker sounds like the freedom I need.