Apple Enters Screenless Fitness Market with Whoop Competitor

Apple is reportedly developing a screenless fitness band to compete with Whoop. According to sources, Apple has been exploring this category for several months and is currently in the prototype development stage. The project, internally referred to as a 'technology investigation,' has received support from senior management but a launch decision has not yet been made.

The device is unlikely to debut before 2028, with some sources suggesting it could be released in the latter half of that year. Apple's Executive Chairman Tim Cook and Services Chief Eddy Cue are said to have taken particular interest in this potential product, which features a slim fabric strap and a sensor-equipped computing module.

This move comes as Whoop and other competitors such as Oura Inc. continue to grow rapidly, each boasting millions of users. Apple's smartwatch business is also undergoing a leadership transition, with Jeff Williams retiring at the end of last year and Stan Ng and Jay Blahnik leaving the company in recent months.