Apple is considering a sweeping redesign of its Apple Watch lineup to adapt to a wearables market shifting toward screen-free devices and alternative form factors, according to reporting in Bloomberg News’ Mark GurmanBloomberg News’ “Power On” newsletter by Mark Gurman.
The industrial design team has spent roughly the past year exploring a “broader rethink” of the product, evaluating multiple directions that could transform the smartwatch for a new era — potentially on a scale comparable to the iPhone’s shift from a traditional slab to foldable designs. Nothing has been finalized, and major changes are not expected in the near term.
Key concepts under consideration include:
• Screen-free devices: New wearables without displays, aimed at competing with popular fitness bands and trackers such as Whoop, Oura Rings, and Google’s Fitbit Air. These appeal to users seeking lighter, more discreet health and fitness monitoring without constant screen interactions.
• Varied screens and sizes: Different display types and sizes beyond the longstanding rounded-rectangle design that has defined every Apple Watch since 2015.
• Round displays: Circular displays have been explored, though Gurman indicates these are unlikely to reach the market.
• Expanded lineup tiers: Potential premium models positioned above the current Ultra and Hermès variants, alongside more affordable options that go beyond the existing SE model.
The motivation stems from slowing growth in Apple’s Wearables, Home and Accessories segment and intensifying competition in health-focused wearables. Industry trends favor simpler, screenless form factors that emphasize continuous tracking, AI coaching, and comfort over full smartwatch functionality. Internally, execs like Eddy Cue (involved in Health app efforts) have shown interest in devices like Whoop and Oura, aligning with broader pushes into AI-powered wellness.
This year’s models — expected to include the Apple Watch Series 12 and Ultra 4, likely unveiled alongside new iPhones in September — will remain evolutionary. Anticipated updates include a new chip (the first significant performance refresh in several years), health and fitness enhancements (such as progress toward blood pressure monitoring), possible return of ceramic cases (absent for years and potentially available in 2026 or 2027), new colors, and band options. A full redesign is viewed as still a year or two away.
Apple has reportedly not committed to any specific path, and some ideas under evaluation may never ship. The exploration reflects an effort to reinvigorate the category as consumer preferences evolve and rivals innovate outside the traditional smartwatch mold. Details remain fluid, consistent with Apple’s typical multi-year development cycles for major product shifts.
The company continues preparing for its major September event focused primarily on new iPhones, with the Watch updates expected to play a supporting role this cycle.
MacDailyNews Take: Whoop’s success has not gone unnoticed by Cupertino. And, yes, Apple continually explores options – mundane to radical – in all of its products.
Please help support MacDailyNews — and enjoy subscriber-only articles, comments, chat, and more — by subscribing to our Substack: macdailynews.substack.com. Thank you!
Support MacDailyNews at no extra cost to you by using this link to shop at Amazon.