Hajra Naz
Apple is developing something new: a screen-less fitness tracker. This new device would put Apple into direct competition with Whoop. That’s the fitness tech firm whose valuation recently crossed $10 billion.
According to Bloomberg, the iPhone maker is currently running a “technology investigation.” This effectively means an exploratory effort. Apple is deciding whether to fully develop this product and release it eventually. Several prototypes have already been developed around this concept, the outlet notes.
The device itself is described as “a thin fabric band with a sensor-equipped computing module.” According to Bloomberg, it wouldn’t launch until at least 2028.
It’s worth noting that Apple already sells a fitness tracker. That’s the Apple Watch. This wearable already records workouts, heart rate, sleep, and other health categories. However, this new form factor sounds fairly similar to Whoop’s approach. Whoop sells simple fitness bands. The company says these can track a variety of health metrics.
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Apple has been contacted for additional information on this development.
This report arrives during a notable transition period for Apple. Tim Cook stepped down from his CEO position back in August. He now serves as executive chairman instead. New CEO John Ternus has since taken over leadership. The company has also faced real headwinds recently.
That includes rising costs tied to a memory shortage. Despite these challenges, Apple has promised a full slate of new devices. That includes a new foldable phone. It includes new tablets too. A new MacBook Pro is also part of these plans.
Meanwhile, Apple remains engaged in ongoing litigation. The company is suing OpenAI, accusing it of trade secret theft. This battle continues as companies compete to build the best hardware for the AI era.
