Apple Reportedly Developing Screenless Fitness Tracker to Compete With Whoop

Apple Inc. (AAPL) is exploring the development of a screenless health and fitness tracker similar to devices from Whoop Inc., a potential expansion of its wearables business that could introduce new competition in the specialized health monitoring market, according to a report from Bloomberg News citing people familiar with the matter.

Project in Early Stages

The initiative is reportedly in a preliminary phase that Apple internally refers to as a "technology investigation." While the company has spent several months exploring the category and is now building prototypes, a final decision on whether to launch the product has not been made, the report states. If Apple proceeds, a potential launch would not occur before 2028.

Prototypes are said to consist of a thin fabric band containing a computing module with various sensors. The absence of a screen would distinguish the device from the Apple Watch, which integrates a wide range of apps and notifications on its display, suggesting a focus on pure health and activity monitoring. An Apple spokesperson declined to comment on the report.

Strategic Rationale

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A screenless tracker would allow Apple to target a different segment of the wearables market, appealing to users who prefer a more minimalist device focused solely on health data collection. The project has reportedly received backing from senior executives, including CEO Tim Cook and services chief Eddy Cue, who assumed leadership of the company's health initiatives in late 2025.

Market Implications

News of Apple's exploration into the space had an immediate impact on the market, with shares of competitor Garmin falling following the report. A formal entry by Apple would represent a significant competitive threat to established players like Whoop and could disrupt the subscription-based fitness tracking industry. The move would leverage Apple's vast resources and established Health ecosystem to challenge incumbents in the dedicated fitness device category.