Apple is actively developing a new fitness tracker that features no display, according to a report published by news outlet Bloomberg.
Sources familiar with internal operations at the tech giant said the company has been studying the screenless wearable category for several months. Engineers are currently working on early prototypes that combine a fabric strap with a computing module equipped with built-in sensors. Top management at Apple has supported efforts to expand the company's wearable device lineup, though sources noted that executives have not yet made a final decision on whether to launch the product.
Apple, based in Cupertino, California, has long been a leader in the wearable electronics industry, generating billions of dollars in annual revenue from its Apple Watch smartwatch line. However, the company has not introduced radical changes to its wearable device offerings in recent years, leaving the Apple Watch as its sole entry in the market.
Prototype testing and competition
A screenless fitness band would mark a major shift for Apple, although similar display-free wearables already exist in the market from competitors such as Whoop and Garmin. According to Bloomberg, Apple management is expected to deliver a final verdict on the gadget only after working prototypes are fully built and evaluated.
Garmin Ltd. is an established manufacturer of GPS navigation equipment and sports wearables, while Whoop produces screenless fitness wristbands popular with athletes for monitoring body recovery, sleep quality, and daily physical strain without visual screen notifications.
Potential release timeline and market impact
Even if the device receives internal approval, a full commercial launch is unlikely to occur before spring 2028. Apple will not be ready to release the gadget this year, and preparing a launch by spring 2027 is also considered improbable. Furthermore, the company plans to focus its attention in autumn 2027 on the 20th anniversary of the iPhone and its flagship anniversary model, making it unlikely to distract resources with a non-premium band alongside the Apple Watch.
The original iPhone was launched by Apple co-founder Steve Jobs in 2007, transforming the smartphone industry. Major milestone anniversaries for the product typically involve intensive marketing and product design efforts from the California company.
Despite the tracker remaining unconfirmed, news of Apple's interest has already moved financial markets. Shares of Garmin dropped by 2.5 percent following the Bloomberg report, while Apple stock rose by 1 percent on investor expectations of product line expansion. Apple did not comment on the rumors surrounding the potential device.
