Apple is re-evaluating the Apple Watch lineup and considering a host of radical new designs, according to Bloomberg's Mark Gurman. Gurman compared plans for the evolution to a "revolutionary design change" that could transform the product for a new era.

The company is reportedly taking the resurgence of smart rings and screenless fitness bands seriously. Consequently, Apple is considering devices with no display, as well as new watches with different screen types and various sizes. While a round display has been contemplated, Gurman cautioned that such a device is unlikely to be released.

Apple is also considering new premium variants positioned above the Ultra and Hermès models, alongside more affordable options beyond the Apple Watch SE. The company aims to make its wearables more AI-focused and revamp the Health app to reinvigorate the Wearables, Home and Accessories segment, which has struggled to generate growth. This rethink is driven by a determination to reinvent the lineup in response to growing competition.