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Apple building screenless fitness band to rival Whoop, sources say

Prototypes of a thin fabric band with sensor module are in development, with potential 2028 launch if project advances.

newest coverage 1d agosummary written 1d ago2 pieces NewswiresGoogle News

What to know

  • Apple has moved from concept exploration to building working prototypes of a screenless fitness band that would complement, not replace, the Apple Watch.
  • The device is backed by Tim Cook and health division head Eddy Cue, suggesting strategic momentum within the company.
  • If launched, the product would not arrive before 2028, giving Apple time to finalize sensor, battery, and software integration.
  • Apple is following competitors Garmin and Google, who have already validated the screenless band category with CIRQA and Fitbit Air.

“But the fact that Tim Cook is reportedly involved, that there's a defined design direction, and that the timing lines up with everything else happening in this category, makes this feel less like a rumour and more like a project with real momentum behind it.”

Gadgets & Wearables, Tech publication · Gadgets & Wearables ↗

Tim CookTim Cook Apple CEOEddy CueEddy Cue Apple Health Division HeadMark Gurman Bloomberg Reporter

Apple building screenless fitness band to rival Whoop, sources say
gadgetsandwearables.com

How it unfolded 1 development · click the chart to see its coverage articles

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  1. 1

    Potential launch timeline set at 2028 or later

    Bloomberg reports a launch, if it happens, would not come before 2028. Gadgets & Wearables notes this aligns with Apple's typical approach of letting competitors validate a category before committing engineering resources.

    “Apple watching two competitors validate the category before committing real engineering resources isn't surprising, it's just how Apple tends to operate.”
    — Gadgets & Wearables
  2. background

    Tim Cook and Eddy Cue identified as project backers — Bloomberg's Gurman names Apple CEO Tim Cook and Eddy Cue, head of Apple's health division, as internal supporters of the screenless band project. Cue took over health division leadership in October 2025 after Jeff Williams departed.

  3. background

    Bloomberg confirms Apple has working prototypes of screenless band — Mark Gurman reports that Apple has moved beyond exploration to creating actual prototypes of a thin fabric band with a sensor-equipped computing module. The project is in the technology investigation phase, examining whether sensors, battery, and software can be integrated into a shipping product.

  4. background

    Initial reports emerge of Apple exploring screenless fitness band — Gadgets & Wearables reports that Apple might be building a screenless fitness band, described at that time as industrial design teams exploring concepts with no concrete prototype.

  5. background

    Gadgets & Wearables first reports Apple Watch Air concept — Reporting floats the idea of an Apple Watch Air, a lightweight health tracker positioned alongside the main Apple Watch rather than replacing it.