Apple Explores Screenless Health Tracker to Compete With Oura and Whoop

The world’s most valuable technology companies are continuously expanding their hardware ecosystems. Recent reports indicate that Apple is developing a screenless health and fitness wearable to compete with brands like Whoop and Oura.

As the undisputed leader of the global smartwatch market—with the Apple Watch commanding a 20% to 23% share of worldwide shipments as of early 2026—Apple is looking beyond its current display-based devices. Bloomberg reports that the $4.98 trillion corporation is actively creating prototypes for a screenless gadget.

Citing insiders, Bloomberg noted that top executives support the initiative, though a final product decision remains pending. Currently in a preliminary phase internally known as a “technology investigation,” any consumer release would likely not occur before 2028. Early designs feature a slim fabric strap paired with a sensor-and-computing unit.

This new device would extend beyond the recently refreshed Apple Watch Series 12, which is priced at $399 and boasts a new health-sensing system capable of recording heart rate data every five seconds—60 times more frequently than previous models. Unlike the Apple Watch, the rumored screenless tracker would eliminate the display entirely, prioritizing passive health and fitness monitoring over apps and notifications.

Apple executive chairman Tim Cook and services chief Eddy Cue are proponents of the project. Cue assumed responsibility for Apple’s health initiatives late last year during a broader reorganization, while Cook transitioned from the CEO role earlier this month.

The market for screenless fitness trackers is expanding rapidly. According to Circana, sales for these devices surged 88% between 2024 and 2025, with smart ring sales alone increasing by 195%.

Whoop operates as a subscription-based wrist wearable devoid of a display. Instead of delivering notifications or telling time, it continuously collects health data—including heart rate, sleep, physical strain, recovery, stress, and cardiovascular signals—converting the information into personalized coaching via its app. Consumers cannot purchase a Whoop device outright; they must commit to an annual subscription ranging from $199 to $359, which includes the hardware at no additional cost. The company recently raised $575 million in March, boosting its valuation to $10.1 billion.

Oura takes a distinct approach with the Oura Ring, a lightweight smart ring that monitors sleep, activity, stress, and other wellness indicators. The company states the device measures over 50 health metrics and delivers personalized insights through the Oura app. Valued at $11 billion in late 2025, Oura is currently targeting a valuation of $15.6 billion in its proposed U.S. IPO.

Notably, these screenless devices have found a following within Apple itself. Eddy Cue reportedly utilizes both a Whoop band and an Oura ring for his personal health tracking.

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