Apple Will Launch Screenless Fitness Device by 2028

Apple is developing a sensor-packed computing pod on a fabric strap to rival industry leaders.

Updated on Sept. 23, 2026 in Consumer Electronics

Isometric editorial illustration of a minimalist fitness strap with a rounded ceramic computing pod, displayed against a neutral background. — Apple is developing a new screenless, sensor-packed fitness wearable on a fabric strap, aiming to challenge market leaders like Whoop. AI Illustration. Upload story photo >

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Apple is reportedly developing a screenless fitness tracking device designed to compete directly with fitness technology specialist Whoop. The new product will feature a slim fabric strap housing a sensor-filled computing pod.

Why it matters

The company aims to challenge Whoop in the wearable health market, which currently features a valuation exceeding $10 billion. This strategic push represents an effort to capture a segment of the fitness industry that favors minimalist hardware.

The device features a slim fabric strap integrated with a sensor-filled computing pod. This design moves away from traditional screen-based interfaces to focus on continuous biometric tracking.

The players

Apple

Apple is a global technology corporation that produces consumer electronics including phones, tablets, and computers.

Whoop

Whoop is a fitness technology company that specializes in wearable biometric tracking and performance data.

The details

The fitness device is currently under development at Apple headquarters. While the company pursues this new wearable, it is also managing concurrent cost pressures related to global memory chip shortages.

The fitness device will not be released before 2028.

The Tech Race

Apple is moving to diversify its wearable portfolio by pivoting toward minimalist, screenless hardware. This trajectory positions the company to compete directly against the Whoop fitness tracker in the performance-focused health monitoring market.

Users can expect a shift in how they track health metrics, moving toward a less intrusive form factor that prioritizes sensor data over screen interaction. This development may provide a new alternative to traditional smartwatches currently dominating the wearable market.

The takeaway

Apple intends to leverage its hardware expertise to claim a larger share of the wearable fitness sector. By focusing on a minimalist, pod-based design, the company aims to appeal to users seeking continuous health data without the distraction of a screen.