Apple Developing Screenless Fitness Tracker to Rival Whoop, Oura; Launch Unlikely Before 2028

Apple (AAPL) is developing a screenless health and fitness tracker similar to Whoop's band, Bloomberg reported. Prototypes use a thin fabric band housing a small computing module with sensors. Internally labeled a "technology investigation," the device may never ship and likely won't launch before 2028. The device would forgo app notifications, differentiating it from the Apple Watch and targeting users who find smartwatches too busy or costly. A typical fitness band costs about $100. Executive Chairman Tim Cook and services chief Eddy Cue have shown interest; Cue, who took over Apple's health efforts in late 2025, has pushed the team to adopt features from rivals Whoop and Oura. The global fitness tracker market was valued at $72.08 billion in 2025 and is projected to reach $84.68 billion in 2026 and $486.6 billion by 2034, a 24% CAGR, per Fortune Business Insights. Apple leads the segment. On Sept. 9, 2026, Apple unveiled Apple Watch Series 12 and Ultra 4 with a new Health Sensing System. Series 12 starts at $399; Ultra 4 at $799. Of 40 analysts covering Apple, 20 rate "Strong Buy," 14 "Hold," and three recommend selling. The average price target is $331, below the current $337.