Apple Eyes Screenless Fitness Tracker to Challenge Whoop

Engineers are currently testing various prototypes of the device, which features a computing module integrated into a thin band. While the company has not committed to a full-scale release, internal timelines suggest the product would not reach consumers until at least 2028. This potential entry into the minimalist wearable market signals an attempt to capture users who prefer unobtrusive health tracking over the feature-heavy interface of the Apple Watch.

The development comes as Apple navigates a significant leadership transition, with John Ternus recently stepping into the CEO role while Tim Cook moves to executive chairman. The firm is managing these internal changes alongside external pressures, including rising memory component costs and ongoing litigation against OpenAI. Despite these challenges, the company maintains a packed roadmap that includes foldable phones, updated tablets, and a revamped MacBook Pro, all aimed at securing its hardware dominance in an increasingly AI-driven market.