Apple could take on Whoop with a new fitness tracker, report says
News Source
β’Tue, 22 Sep 2026 19:27:57 +0000
π° What Happened
Apple is working on a screen-less fitness tracker, according to a Bloomberg report. The device is described as a thin fabric band with a sensor-packed module, similar to Whoop's bands. Bloomberg says it would not launch until at least 2028. Apple has built several prototypes while deciding whether to release it.
π The Backstory
Apple already sells the Apple Watch, which tracks workouts, heart rate and sleep. Whoop sells simple bands with no screen and is now valued at over $10 billion. Apple is also in a period of change: Tim Cook stepped down as CEO in August and John Ternus took over, while higher memory costs are squeezing the company.
π― Why It Matters
More competition in fitness wearables usually means better and cheaper health tracking for regular people. Apple joining in could push prices down.
Apple is working on a screen-less fitness tracker, according to a Bloomberg report. The device is described as a thin fabric band with a sensor-packed module, similar to Whoop's bands. Bloomberg says it would not launch until at least 2028. Apple has built several prototypes while deciding whether to release it.
Apple already sells the Apple Watch, which tracks workouts, heart rate and sleep. Whoop sells simple bands with no screen and is now valued at over $10 billion. Apple is also in a period of change: Tim Cook stepped down as CEO in August and John Ternus took over, while higher memory costs are squeezing the company.
More competition in fitness wearables usually means better and cheaper health tracking for regular people. Apple joining in could push prices down.