Apple develops prototypes for a screenless health and fitness tracker to compete with Whoop Inc. Apple maintains the project in an early exploratory phase as it weighs a final release decision.
Apple would not launch the device before 2028. The device utilizes a thin fabric band and a sensor module for users seeking display-free tracking.
Senior executives including services chief Eddy Cue reportedly back the initiative. Cue assumed leadership of Apple’s health initiatives in late 2025 to accelerate category growth.