The proposed device marks a departure from the Apple Watch, which serves as a notification hub and app interface. Early designs feature a slim fabric strap housing a sensor and computing unit, prioritizing continuous physiological data collection over interactive screens. If the project receives final approval, a commercial release would not arrive before 2028. The initiative is currently supported by executive chairman Tim Cook and services chief Eddy Cue, the latter of whom oversees the company’s expanding health division.
In section CEO World
Apple Weighs Entry Into Screenless Health Tracking Market
After securing dominance in the smartwatch sector, Apple is quietly prototyping a screenless wearable device to challenge the rising popularity of Whoop bands and Oura rings. While the project remains in the technology investigation phase, internal interest from senior leadership suggests a potential pivot toward passive, display-free health monitoring.
This move responds to a massive shift in consumer behavior. Market research firm Circana reports that sales for screenless fitness trackers surged 88% between 2024 and 2025, with smart ring sales alone climbing 195%. Current market leaders are thriving: Whoop recently reached a $10.1 billion valuation, while Oura is targeting a $15.6 billion valuation for its upcoming IPO. By exploring this category, Apple aims to capture users who prefer unobtrusive, subscription-based wellness tracking over the feature-heavy ecosystem of traditional smartwatches.
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