Apple Reportedly Developing Screenless Fitness Tracker to Rival Whoop

Apple is reportedly exploring a new screenless fitness tracker that could put the company in competition with Whoop, the health technology company known for its subscription-based fitness bands.

According to a Bloomberg report, Apple is currently conducting a “technology investigation” into the product, an early-stage process used to evaluate whether a concept should move toward full development and release.

A New Wearable Without a Display

The reported device is described as a thin fabric band with a sensor-equipped computing module. Apple has developed multiple prototypes, but the product is not expected to launch before at least 2028.

The possible new tracker would expand Apple’s existing health and fitness hardware strategy. The company already offers the Apple Watch, which tracks activities, workouts, heart rate, sleep, and other health-related measurements.

Apple’s Growing Health Technology Focus

A screenless fitness band would represent a different approach from the Apple Watch by focusing more directly on continuous health and fitness monitoring.

The move comes as Apple continues to adjust its product strategy during a period of transition. The company has introduced new leadership changes and continues to develop new hardware products across categories, including phones, tablets, and computers.

While Apple has not confirmed plans to launch such a device, the reported exploration shows the company’s continued interest in expanding wearable technology and health-focused products.