CUPERTINO (Realist English). Apple is considering the release of a screenless fitness tracker that would be part of a large-scale rethink of the Apple Watch lineup. This was reported by Bloomberg, citing sources familiar with the company’s plans. The device is positioned as a direct competitor to Whoop, as well as the recently released Fitbit Air from Google and Garmin Cirqa.
What Is Known About the Project
According to Bloomberg, Apple’s industrial design team has spent the past year exploring several directions for updating its wearable lineup. In addition to the screenless tracker, it is considering a round Apple Watch face, premium models above Ultra, and more affordable options below SE.
Sources emphasize that none of the decisions have been approved yet, launch timelines have not been set, and the project itself is at an early stage. No announcement is expected at the September 2026 event — there the company will present standard updates to the Apple Watch Series 12 and Ultra 4.
The Screenless Tracker Market
In 2026, the screenless wearable segment is booming. Whoop remains the best-known player, with 14 days of battery life and a subscription model starting at $199 per year. Google released the Fitbit Air for $99.99 with about a week of battery life, while Garmin launched the Cirqa for $199.99 with up to 10 days of battery life and no mandatory subscription.
The key advantage of such devices is long battery life, lightness, and the absence of a distracting screen. This makes them attractive to users focused on passive health monitoring rather than notifications and apps.
Apple’s Position and the Eddie Cue Factor
The publication notes that Apple’s Senior Vice President of Services and Health, Eddie Cue, personally wears Whoop and Oura devices. According to sources, he has repeatedly told colleagues that Apple needs to speed up and become more competitive in the health space.
This is a significant signal: the company’s leadership recognizes that the current Apple Watch and Health app ecosystem does not fully meet the needs of users who choose minimalist trackers.
Indirect Preparation: New Apple Watch Metrics
Even before the possible release of a screenless tracker, Apple has already added features to the Apple Watch that directly compete with Whoop’s offering. In September 2026, the company introduced the Readiness app — a readiness-for-exertion score on a scale from 0 to 10, based on activity, overnight metrics, and sleep.
In addition, Apple added the Health Age metric (an analog of Whoop Age) and the ability to integrate blood test results from Quest Diagnostics. Analysts have already called this a direct blow to Whoop: after Apple’s presentation, The Verge summed up the situation with the phrase “Kill Whoop.”
Outlook
Experts agree that Apple’s entry into the screenless tracker segment could radically change the balance of power. Apple has a ten-year history of sensor development, the largest user base, and the ability to offer metrics without a mandatory subscription — unlike Whoop, whose business model is built on annual payments.
However, Whoop is not standing still: the company raised $575 million in 2026 at a valuation of about $10 billion, grew its user base to more than 3 million, and is actively expanding its staff. Which player will win the race for the user interested in health rather than notifications will determine the next stage in the development of the wearable device market.
