Apple Develops Screenless Fitness Tracker to Rival Whoop, Targeting 2028 Launch

Apple Inc. is developing a screenless health and fitness tracker similar to Whoop Inc.'s wristband, part of an effort to rethink its wearable lineup. The project remains in an early "technology investigation" phase and may not launch before 2028. Apple has not decided whether to release the product, and a spokesperson declined to comment. The device features a thin fabric band with a sensor-equipped module. Executive Chairman Tim Cook and services chief Eddy Cue have shown interest, with Cue pushing for features from rivals Whoop and Oura. Apple has already added Whoop-style heart-rate tracking and readiness metrics to its Watch and Health app. Garmin Ltd. shares fell as much as 2.5% on the report. Apple rose about 1% to $342.29. The effort follows an IPO filing by Oura and a roughly $10 billion valuation for Whoop, intensifying competition in screenless wearables.