Apple Testing Screenless Fitness Tracker to Rival Whoop

Apple Screenless Fitness Tracker: What We Know About the Reported Whoop Rival

Apple is reportedly developing a wrist-worn, screenless fitness tracker designed to compete with devices from Whoop Inc. and Google’s Fitbit Air. According to a Bloomberg report by Mark Gurman, the device prototype features a thin fabric band with a sensor-equipped computing module that tracks vitals and health metrics, aiming to minimize distractions from notifications.

Key Facts

Attribute Value

Product Name Unnamed (under development)

Manufacturer Apple

Product Category Screenless fitness tracker / Wearable device

Primary Competitors Whoop Inc., Google Fitbit Air, Garmin CIRQA

Key Design Feature Thin fabric band with a sensor-equipped computing module; no screen

Core Functionality Detects and tracks wearer’s vitals and health metrics

Development Status Preliminary prototyping phase (technology investigation)

Executive Support Tim Cook (executive chairman) and Eddy Cue (services chief) have shown interest

Potential Release Date Unlikely before 2028 (if project is approved)

Primary Source Bloomberg (via Mark Gurman)

What Is Apple’s Screenless Fitness Tracker?

Apple’s screenless fitness tracker is a proposed health monitoring wearable that operates without a display. It is being developed by Apple, the technology corporation, to address the growing demand for distraction-free health tracking devices. The category has seen traction with products like the Garmin CIRQA and Google Fitbit Air launching earlier this year.

According to the report, the project is currently in a preliminary phase known as a technology investigation. While the efforts have support from Apple’s top executives, the company has yet to decide on whether it should release the product. The rise of companies like Whoop and Oura in the wearables space has reportedly motivated Apple to move in this direction.

Apple’s screenless fitness tracker is a wrist-worn device prototype featuring a thin fabric band with a sensor-equipped computing module that detects and tracks the wearer’s vitals and other health metrics without a screen.

How Does the Device Track Health Metrics Without a Screen?

Like the Apple Watch, the reported device uses a sensor-equipped module to detect and track the wearer’s health data. The absence of a screen is a deliberate design choice, offering the advantage of minimizing distractions from notifications and other functions. The module is integrated into a thin fabric band.

Bloomberg sources indicated that the prototype’s tracking capabilities are similar to that of a smartwatch, focusing on vitals and health metrics. The lack of a display sets it apart from Apple’s main smartwatch lineup. As per the report, the idea of a competing product has drawn the interest of executive chairman Tim Cook and services chief Eddy Cue.

Bloomberg’s report confirms the device can detect and track the wearer’s vitals and health metrics similarly to the Apple Watch, but the lack of a screen minimizes distractions from notifications.

Who Is This For?

The device appears aimed at consumers who prioritize health and fitness monitoring without the constant interruptions of a smartwatch screen. This segment is currently serving by dedicated fitness trackers like those from Whoop Inc., which focus purely on biometric data and readiness scores. Apple’s interest in this category follows the success of these rivals.

Cue has been pushing for the adoption of features from rival companies, which has led to new tools and a revamped Health app. This includes more advanced heart rate tracking and the new readiness score. A screenless fitness tracker seems like the next step for Apple to keep pace with the competition in the health tracking market.

The device is designed for fitness-focused users who want to monitor health metrics like heart rate and readiness scores without the distractions of a traditional smartwatch screen, directly targeting the user base of Whoop and Oura.

When Will Apple Release the Screenless Fitness Tracker?

Even if Apple decides to move forward with the project, a finished product is unlikely to see a release before 2028. The project is still in the preliminary stages of prototyping. Apple has not made a final decision on whether to release the product, according to the Bloomberg report.

The company currently has several other wearable projects in development. These include camera-equipped AirPods and smart glasses, both of which may debut next year. An AI pendant is also being worked on, though Gurman claimed this idea is on the backburner. A “major update” for the smartwatch lineup is slated for 2027.

According to the Bloomberg report, a release for Apple’s screenless fitness tracker is unlikely to see a finished product before 2028, even if the tech giant approves the project for continued development.

How It Compares

The reported screenless fitness tracker from Apple will enter a market with established competitors who have pioneered the category. The following table highlights the competitive landscape based on the source material.

Competitor Status Key Differentiation

Whoop Inc. Established player (cited as motivation for Apple) Screenless fitness tracking with subscription model; success prompted Apple’s move.

Garmin CIRQA Launched earlier this year Screenless fitness tracker contributing to category traction.

Google Fitbit Air Launched earlier this year Screenless fitness tracker contributing to category traction.

Oura Established player (mentioned in wearables space) Wearable ring maker; part of the rise of companies in the space.

Common Questions

Why is Apple creating a fitness tracker without a screen?

Apple is responding to the rise of companies like Whoop and Oura, which have popularized screenless fitness tracking. The design minimizes distractions from notifications, allowing users to focus on health metrics. Executive chairman Tim Cook and services chief Eddy Cue have reportedly shown interest in competing in this category.

Who is responsible for reporting the Apple screenless tracker?

The report originates from Bloomberg’s Mark Gurman, who cited sources familiar with the matter. Gurman disclosed that Apple has been exploring the idea for several months and is now developing prototypes. The project is in a preliminary phase known as a technology investigation.

What other wearable projects are competing for Apple’s resources?

Apple has several other wearable devices in development, including camera-equipped AirPods and smart glasses, which may debut next year. The company is also working on an AI pendant, though that idea is reportedly on the backburner. A major update for the smartwatch lineup is planned for 2027.

Sources and Methodology

This article is based on a report published by Bloomberg, written by Mark Gurman, and referenced by Lowyat.NET on September 22, 2026. The information includes details about Apple’s technology investigation phase, executive interest from Tim Cook and Eddy Cue, and the competitive landscape.

The primary source for this content is the Bloomberg article cited in the source material. Facts regarding the development status, potential release dates, and competitor information were directly extracted from the provided text. No additional sources were used or synthesized.

This article was last updated on May 13, 2026.