Apple Develops Screenless Fabric Band to Rival Whoop

Apple is reportedly developing a screenless fitness tracker designed to compete with minimalist wearables like the Whoop band and Google’s Fitbit Air. According to a report from Notebookcheck, the device replaces the traditional glass display of the Apple Watch with a flexible fabric strap anchored by a compact sensor module. This design choice signals a shift toward continuous, distraction-free biometric monitoring rather than general-purpose smartwatch functions.

The project is in early development stages, with no launch expected before 2028. By removing features such as notifications, media controls, and app ecosystems, the device aims to focus exclusively on health data. This approach targets users who prefer dedicated recovery and health monitoring without the constant engagement of a screen, a market segment currently dominated by competitors like Whoop and Oura.

Executive backing drives health focus

The initiative is personally championed by Executive Chairman Tim Cook and services chief Eddy Cue, who took control of Apple’s health division late last year. Cue has been pushing internal teams to create simpler, more streamlined interfaces for health tracking. This strategic evaluation reflects Apple’s recognition that specialized health trackers have grown rapidly, capturing millions of users who seek dedicated monitoring tools over multi-functional smartwatches.

Apple has already begun integrating similar concepts into its existing ecosystem. Recent updates to the Health app and the latest Apple Watch models include Whoop-style metrics such as daily readiness scores, biological age estimations, and enhanced continuous heart-rate tracking. These features suggest that the company is preparing its software infrastructure to support a broader range of minimalist health devices in the future.

Early stage engineering work

Engineering work on the screenless band is being supported by members of Apple's Vision hardware team, indicating a broader effort to expand the company's wearable hardware portfolio. However, the project remains in the preliminary prototyping stage. Apple has not officially decided whether it will bring the device to market, meaning the concept could still be shelved or significantly altered in the coming years.

Competitive pressure shapes strategy

While Apple maintains a dominant position in the broader smartwatch industry, the rapid growth of specialized health trackers has prompted a strategic re-evaluation. Competitors like Whoop, which is currently valued at roughly $10 billion, have successfully captured users seeking dedicated health monitoring. The new fabric-based device represents Apple’s attempt to address this niche without sacrificing its core smartwatch business, though the long timeline suggests a cautious approach to this market entry.