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Apple Is Reportedly Building a Screenless Fitness Tracker to Rival Whoop

Bloomberg says Apple has built prototypes of a display-free, wrist-worn health tracker, though the company hasn't decided whether to ship it — and it wouldn't arrive before 2028 if it does.

By THRYV Life Desk·Published September 26, 2026·Updated September 26, 2026·4 min read
Apple Is Reportedly Building a Screenless Fitness Tracker to Rival Whoop
Fitness · Illustration commissioned for THRYV. Photography is replaced with original imagery as each story is produced.

The takeaway

Apple has reportedly built prototypes of a screenless, wrist-worn fitness tracker similar to Whoop's bands, according to a Bloomberg report, though the company hasn't decided whether to release it. Apple declined to comment, and if the project is approved, the device likely wouldn't launch before 2028, behind planned smart glasses and camera-equipped AirPods.

Apple has been developing prototypes of a screenless, wrist-worn fitness tracker, Bloomberg reported on September 22, 2026, citing unnamed sources. The company has not decided whether to bring the product to market, and Apple declined to comment on the report.

What it would reportedly look like

The device is described as a thin fabric band with an attached sensor and computing module, with no display, aimed at tracking heart rate and other health metrics much like the Apple Watch's existing sensors. It's positioned as a rival to Whoop's line of screenless bands, which offer round-the-clock health monitoring without a watch face.

Who's pushing for it

Bloomberg reports that CEO Tim Cook and services chief Eddy Cue are both interested in the product, with Cue — who oversees Apple's health teams — said to be advocating for wearables with simpler interfaces than the Apple Watch.

Unconfirmed report

This is based on Bloomberg's sourcing, not an Apple announcement. Apple has been exploring the category for months but has not committed to releasing the device, and plans can change or be shelved entirely.

Timeline

If approved, the tracker likely wouldn't debut before 2028, after other reported projects including AI-powered smart glasses and camera-equipped AirPods. New Apple CEO John Ternus alluded to future hardware in a September 1 address to employees, saying, "I'm just as excited about what lies beyond that, including the incredible products already in the works."

Brands mentioned

Sources

This article is original writing by THRYV. We link to primary reporting and official documents rather than reproducing them.

  1. Apple Testing Prototypes of Whoop-Like Screenless Fitness Band — MacRumors
  2. Apple Considers Screenless Fitness Tracker to Expand Wearable Lineup Beyond Smartwatches — PYMNTS

Why you can trust this article

Written and edited in-house by the THRYV Life Desk. We do not republish or reword agency copy, and we do not invent quotes, statistics, testimonials or ratings. Where figures move frequently, we point you to the primary release rather than printing a number that will be out of date. Advertising and affiliate partnerships have no influence on our reporting — see our editorial standards, fact-checking policy and affiliate disclosure. Spotted an error? Write to newsroom@thryv-news.com.

General information only. Not personalised financial, medical or legal advice.

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