Apple is testing a screenless fitness band to take on Whoop

Apple is testing prototypes of a screenless health and fitness tracker that could give the company a direct competitor to Whoop and other minimalist wearables, according to Bloomberg’s Mark Gurman.

The prototypes reportedly pair a thin fabric band with a small computing module containing sensors for tracking health and activity. Unlike the Apple Watch, the device has no display and is designed as a lightweight option for people who want continuous fitness tracking without wearing a smartwatch.

The project is still in the technology investigation stage, and Apple has not decided whether to bring the device to market. If development moves forward, the tracker is not expected to launch before 2028. The company has reportedly been exploring the category for several months.

The project has support from CEO Tim Cook and senior vice president Eddy Cue, who took over Apple’s health organization in October 2025. Bloomberg reports that Cue has been pushing the team to adopt some of the ideas popularized by newer fitness-focused rivals, including simpler experiences centered specifically on health and activity tracking.

Apple remains the dominant player in smartwatches, but screenless wearables have attracted a growing audience among users who want health tracking without another display on their wrist. Oura sells around 3.6 million devices annually and generated $1.21 billion in revenue over the nine months ending June 30. Google has also entered the category with its minimalist Fitbit Air.

Separately, Bloomberg reports that Apple is working on a major overhaul of the Apple Watch lineup that could arrive as early as late 2027.

Apple declined to comment on the report.