Apple is reportedly prototyping a screenless health and fitness tracker aimed at competing with Whoop, according to Bloomberg. The device, described as a thin fabric band with a sensor‑equipped computing module, is still in the technology investigation phase and likely won’t appear before 2028, if at all. Top executives Eddy Cue and Tim Cook are said to support the project, which follows Cue’s takeover of Apple’s health team last October after Jeff Williams’ departure. Cue is pushing the team to adopt simpler, fitness‑focused features seen in rivals like Whoop and Oura Ring, which have gained traction for offering health tracking without a smartwatch. Oura recently sold 3.6 million rings in a year, generating $1.21 billion in revenue. While Apple dominates the smartwatch market with its broader Apple Watch lineup, the company also plans a major watch redesign for late 2027. The article invites readers to consider whether a screenless tracker should complement the Apple Watch.

The article highlights Apple’s strategic move toward simpler health wearables, the growing competition from Whoop and Oura, and the ongoing evolution of the Apple Watch ecosystem.

Apple’s health team, led by Eddy Cue, is focusing on rival‑inspired features, while the Apple Watch continues to expand its capabilities.

Apple’s next major watch redesign is slated for late 2027, underscoring the company’s commitment to innovation across its wearable portfolio.