Apple Dives into Screenless Wearables with New Fitness Band Proposal

Apple is exploring a new wearable device that would be a significant departure from its existing Apple Watch line. The proposed device, which has been in development for several months, would be a screenless fitness band designed to compete directly with devices from Whoop and Oura.

The prototype features a minimalist design, with a lightweight fabric strap paired with integrated sensors, eliminating the need for a screen. This approach is similar to that of competitors like Whoop and Oura, which have captured millions of users by offering streamlined, distraction-free health tracking.

Apple's top executives, including Executive Chairman Tim Cook and services chief Eddy Cue, are backing this initiative, which has been classified internally as a 'technology investigation'. However, a potential consumer release is not expected before 2028.

This development comes amid a significant leadership transition inside Apple's health and watch divisions. Former Chief Operating Officer Jeff Williams retired late last year, while former Apple Watch marketing head Stan Ng and fitness chief Jay Blahnik have also departed.