Apple could take on Whoop with a new fitness tracker, report says

Apple's potential entry into the dedicated fitness tracker market means a new, screen-less device could become available to consumers.

Apple is reportedly exploring the development of a new, screen-less fitness tracker, which would directly compete with companies like Whoop. Bloomberg reports that Apple is conducting a "technology investigation" into the device, described as a thin fabric band with a sensor-equipped module. Prototypes have been developed, but a release is not expected until at least 2028. While Apple already offers the Apple Watch with fitness tracking capabilities, this new device appears to be designed with a form factor similar to Whoop's specialized fitness bands, which focus on detailed health metric tracking. This development occurs during a period of leadership transition at Apple, with John Ternus recently taking over as CEO from Tim Cook. The company has also been navigating industry challenges such as memory cost increases and ongoing litigation concerning AI trade secrets.

Apple's exploration into a screen-less fitness tracker signals a strategic move to capture a segment of the wearable market currently dominated by specialized devices like Whoop. By potentially offering a product with a similar form factor but leveraging Apple's ecosystem and brand recognition, the company could disrupt the existing competitive landscape. This move suggests Apple sees an opportunity beyond its current smartwatch offerings to cater to users who prefer minimalist, data-focused health monitoring.

The projected 2028 release date indicates a long-term R&D investment, and its success could influence future wearable design trends, potentially pushing competitors to innovate in sensor technology or user experience. The timing also coincides with Apple's ongoing evolution under new leadership and its broader strategy to integrate advanced technology into its hardware portfolio, especially as the company contends with market shifts and competitive pressures in the AI hardware space.