Apple Watch Faces Its Biggest Overhaul Yet
After more than a decade of incremental upgrades, Apple is reportedly preparing a radical refresh of its smartwatch lineup, including a screenless fitness band and an expanded price range.
After more than a decade of incremental upgrades, Apple is reportedly preparing a radical refresh of its smartwatch lineup, including a screenless fitness band and an expanded price range.
The Apple Watch, the world's best-selling smartwatch, could see its first true redesign since its debut over a decade ago. According to information reported by Bloomberg's Mark Gurman, Apple's industrial design team has been exploring what is internally referred to as a "broader rethink" of the entire wearable lineup for about a year.
While the Apple Watch has maintained its leading position with a 21 percent sales growth in the first quarter, according to Counterpoint Research, competitive pressure is becoming increasingly evident. The rise of screenless fitness bands and smart rings, such as those from Oura and Whoop, has shown that there is a significant audience that doesn't want an additional screen on their body.
These devices are cheaper, lighter, and for many users simply more comfortable for everyday wear, focusing solely on health and activity tracking without the distraction of notifications. According to Gurman, Apple takes this shift very seriously.
One of the most intriguing concepts under consideration is a screenless fitness band, designed as a direct competitor to devices like Whoop or Google's recently unveiled Fitbit Aira. Such a product would offer significantly longer battery life and be focused exclusively on collecting health data.
Additionally, Apple is reportedly exploring smartwatches with different screen types and sizes. Gurman notes that even a round variant of the Apple Watch has been investigated, though he adds that it's unlikely such a model will ever hit the market. The company seems intent on preserving the distinctive square shape that has become synonymous with the product.
Plans also include a significant expansion of the price range. Apple is studying the possibility of launching new high-end models positioned above the current Ultra and Hermès versions, aimed at the most demanding users. At the same time, additional, more affordable options alongside the existing Apple Watch SE are planned to reach a broader audience.
In the near term, the upcoming Series 12 and Ultra 4 models are expected to bring mostly incremental improvements, including the first real performance leap in a while. Gurman also hints at the possible return of a ceramic case later this year or during 2027. However, a more drastic design change is slated for future generations, likely 2027 or 2028.
The real impetus for a fresh start could come from the realm of artificial intelligence. Apple is preparing a more advanced version of Siri and smarter health tracking, and wearables are emerging as a logical platform for such a shift. Additional tailwind for change comes from the major overhaul of the Health app, which has been led by Eddy Cue since last year-a known enthusiast of the very devices that have prompted Apple to rethink its design: Whoop and the Oura ring.
