Apple Explores Screenless Fitness Band to Challenge $10 Billion Whoop
Apple is exploring a screenless fabric fitness band to rival $10 billion Whoop, with prototypes in testing and no potential launch before at least 2028.
Summary
As of September 22, 2026, Apple is conducting an exploratory technology investigation into a screenless fitness tracker, with several prototypes combining a thin fabric band and sensor-equipped computing module. A release would come no earlier than 2028, if Apple proceeds. The design resembles simple bands from Whoop, recently valued above $10 billion, which says its products track multiple health metrics. It would complement Apple Watch, which records workouts, heart rate, sleep and other data.
The project follows Apple’s August 2026 leadership change, when Tim Cook left the CEO role to become executive chairman and John Ternus took charge. Apple faces rising costs caused by a memory shortage but has promised a foldable phone, new tablets and a new MacBook Pro. It is also suing OpenAI for alleged trade theft amid competition to develop hardware for the AI era. Further details about the proposed tracker remain limited.
Positives
- Several prototypes already combine a thin fabric band with a sensor-equipped computing module.
- The proposed screenless tracker could expand Apple’s wearables lineup beyond Apple Watch.
- Apple Watch already records workouts, heart rate, sleep and other health categories.
- Apple has promised a foldable phone, new tablets and a new MacBook Pro despite rising costs.
- Tim Cook remains at Apple as executive chairman after John Ternus became CEO in August 2026.
Risks & concerns
- Apple’s technology investigation remains exploratory, with no commitment to manufacture or release the tracker.
- The proposed fitness band would not reach customers before at least 2028.
- Whoop already occupies the screenless fitness-band market and recently surpassed a $10 billion valuation.
- A memory shortage is increasing Apple’s costs during development of several new devices.
- Apple is litigating against OpenAI over alleged trade theft while competing in AI-era hardware.