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Apple Explores Screenless Fitness Band in Potential Whoop Rivalry
Apple is reportedly weighing a screenless fitness tracker that would put it up against Whoop, the fitness tech company recently valued above $10 billion. The device is not expected before 2028, if it proceeds at all.
The iPhone maker is said to be running a "technology investigation" — an exploratory phase meant to determine whether a product moves into full development and release, according to Bloomberg. Several prototypes have reportedly been built around the concept.
The proposed hardware is described as a thin fabric band containing a sensor-equipped computing module. Bloomberg reported that no launch would come before at least 2028. The company has not confirmed the project, and a request for further information was not immediately answered.
Apple already competes in wearables through its Apple Watch, which logs workouts, heart rate, sleep and other metrics. The screenless band format would instead mirror Whoop, which sells simple fitness bands that the company says track a range of health metrics.
The reported effort lands during a period of change at Apple. Tim Cook stepped down as chief executive in August and now serves as executive chairman, with John Ternus taking over as CEO. The company has also contended with rising costs tied to a memory shortage.
Even so, Apple has promised a slate of new devices, including a foldable phone, new tablets and a new MacBook Pro.