Apple Will Target Fitness Trackers by 2028
The company is designing a screenless sensor-based wearable to compete with established health metrics platforms.
Updated on Sept. 23, 2026 in Consumer Electronics
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Apple is developing a screenless fitness tracker that utilizes a slim fabric strap and a dedicated computing pod. This research-stage wearable is not expected to be released until at least 2028.
Why it matters
The development signals Apple's intent to capture market share from specialized fitness technology incumbents like Whoop, which is currently valued at over $10 billion. This expansion into minimal form factors follows Apple's broader strategy to update its core product portfolio alongside incoming hardware shifts.
The device features a sensor-filled computing pod that integrates into a fabric strap. This design prioritizes a screenless interface, diverging from the display-heavy design of the current Apple Watch series.
The players
Apple
A multinational technology corporation known for its integrated hardware, software, and services ecosystem including the iPhone and Apple Watch.
Whoop
A fitness technology company that provides subscription-based health tracking wearables focused on recovery and performance metrics.
The details
The tracker relies on a slim fabric strap to hold a central computing module equipped with health sensors. By moving away from a screen, the design aims for a lower profile that differs from traditional smartwatches. The device represents a research-stage effort to iterate on biometric data collection methods while the company manages ongoing cost pressures driven by global memory chip shortages.
Timeline
2028: The earliest potential release date for the fitness tracking device.
The Tech Race
Apple is moving to challenge the specialized market segment occupied by the Whoop 4.0 fitness wearable. This entry marks a strategic shift toward dedicated health tracking hardware that competes with established subscription-based biometric platforms.
Users should not expect this device to be available for purchase before 2028. Future availability will depend on the finalization of the hardware design and the company's ability to navigate current memory chip manufacturing costs.
The takeaway
Apple is moving into the dedicated wearable fitness market to challenge high-valuation incumbents with a new hardware architecture. Watch for upcoming announcements regarding the company's foldable phone and updated tablets, which may provide clues to their broader component and assembly strategies.
Further reading
For more on the current state of the industry, visit the Consumer Electronics section.
Live Poll
Do you plan to use a screenless fitness tracker if Apple releases one?
