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Apple is developing a screenless fitness tracker that could challenge Whoop in the growing health wearable market. The company tested prototypes in California after exploring the category for several months.
The device uses a thin fabric strap with a small computing module packed with sensors. Apple did not decide whether the fitness band will reach consumers, according to Bloomberg reporting.
The project remains in an early internal phase called a ‘technology investigation’ at Apple. Even with approval, the company may wait until 2028 or later before launching it commercially.
The screenless design would focus on health tracking instead of apps, alerts, or music controls. Sensors could continuously collect biometric data while connected devices handle most user interactions.
Apple executive chairman Tim Cook and services chief Eddy Cue reportedly support the development effort. Engineers from Apple’s Vision hardware group have also contributed to the prototype development.
Apple declined to comment on the reported project and its potential launch plans. The move would place Apple closer to Whoop, Oura, Garmin, and Google’s Fitbit Air. Those products target consumers who want health monitoring without another bright display on their wrist.
Apple already added several similar health features to its latest Apple Watch lineup. The Health app now includes readiness information, advanced heart tracking, and biological age estimates. A screenless band could extend those capabilities to people who avoid traditional smartwatches.
The approach could also complement Apple Watch instead of directly replacing its smartwatch experience. A display-free tracker could appeal to athletes, wellness users, and mechanical watch owners.
Apple faces a longer development window while competitors continue expanding their health tracking ecosystems. Garmin shares reportedly dropped as much as 2.5% after news of Apple’s project emerged. Apple shares gained roughly 1% during the same market reaction, according to reports.
Apple still did not confirm the product, making its final features and launch plans uncertain. For now, the reported prototype signals another direction for Apple’s expanding wearable health strategy.
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