Apple Develops Screenless Fitness Tracker to Rival Whoop

Apple is developing a screenless fitness tracker to compete with Whoop and other health-focused wearables. The device, which has been in development for several months, pairs a thin fabric strap with a small computing module packed with sensors.

According to Bloomberg's Mark Gurman, Apple has spent significant time exploring the category and is now building prototypes of the band. However, it's unclear whether the product will ship, as the project is still in an internal stage called a 'technology investigation'.

Even if the device moves forward, a launch before 2028 appears unlikely. The idea has backing from top executives, including executive chairman Tim Cook and services chief Eddy Cue, who have taken a keen interest in the project.

The screenless band would give Apple a way to sell its health tracking features to people who don't want a smartwatch, including those unwilling to give up a mechanical watch. This move comes as Apple is expected to launch smart glasses and camera-equipped AirPods in 2027, with a redesigned Apple Watch due as early as late 2027.