Apple is reportedly exploring major design changes for future Apple Watch models, including round displays and screenless fitness accessories, according to Bloomberg's Mark Gurman. The company is considering various shapes and sizes to address growing competition from devices like the Oura Ring and other screenless smart fitness trackers. These potential new form factors would mark a significant departure from the current Apple Watch design philosophy that has remained largely unchanged since launch.

Apple is reportedly evaluating both premium and affordable options for these future wearables, which would also involve a software overhaul focused on AI-driven Health app features. However, no concrete decisions have been made yet, and any radical changes remain years away from market release. In the near term, Apple plans to launch iterative updates this fall, including the Apple Watch Series 12 and Ultra 4 models, featuring new processors, additional color options, and enhanced fitness capabilities.

These updates are expected to debut at Apple's annual September event alongside the iPhone 18 Pro and potentially the company's first foldable iPhone, possibly branded as 'iPhone Ultra'.