Apple is reportedly working on a screenless fitness band that could directly compete with Whoop in the health wearable market. According to Bloomberg, the company has tested prototypes in California after exploring the category for several months.
Early-Stage Development
The device is described as a thin fabric strap with a compact computing module that contains multiple health sensors. Apple has not yet decided whether the product will reach consumers. The project is still in an internal phase referred to as a “technology investigation,” and even if approved, a commercial launch could be delayed until 2028 or later.
Health-First Design Without a Display
Unlike the Apple Watch, the reported band would omit a screen entirely. Instead, its design would prioritize health tracking over apps, alerts, and music controls. Sensors would continuously collect biometric data, while connected devices would handle most user interactions.
Apple executive chairman Tim Cook and services chief Eddy Cue are said to support the initiative. Engineers from Apple’s Vision hardware group have also contributed to prototype development. Apple declined to comment on the project or its launch plans.
Expanding Apple’s Wearable Health Strategy
A screenless tracker would put Apple in closer competition with Whoop, Oura, Garmin, and Google’s Fitbit Air. These products appeal to consumers who want continuous health monitoring without another bright display on their wrist.
Apple has already added health-focused features to its latest Apple Watch lineup, including readiness information, advanced heart tracking, and biological age estimates. A screenless band could extend these capabilities to people who avoid traditional smartwatches.
The device could also complement the Apple Watch rather than replace it. A display-free tracker may attract athletes, wellness-focused users, and those who prefer mechanical watches.
Market Reaction and Outlook
Apple’s reported interest had an immediate market impact. Garmin shares reportedly fell as much as 2.5% after the news surfaced, while Apple shares gained roughly 1% during the same period.
Apple has not confirmed the product, so final features and release timing remain uncertain. Still, the reported prototype signals a possible expansion of Apple’s wearable ecosystem and a more direct challenge to dedicated fitness-tracker brands.