Apple is reportedly considering a major rethink of its Apple Watch lineup. The company is exploring new designs, sizes, and form factors for future models. The plans could also include a screenless fitness tracker. Apple is reportedly looking at this device to compete with products from Whoop and Google’s Fitbit Air.
Bloomberg’s Mark Gurman shared the details in the latest edition of his Power On newsletter. He says Apple’s industrial design team has spent the past year reviewing the Apple Watch lineup. According to Gurman, the team has explored a “broader rethink” of Apple’s smartwatch range. The work includes several ideas that could expand the lineup beyond its current models.
One of the most notable ideas is a screenless fitness tracker. The device would focus on health and fitness tracking without using a display. This approach would put Apple closer to products such as Whoop. It would also give the company a new way to target fitness-focused users.
Meanwhile, Apple is exploring smartwatches with different display types. The company is also considering new case sizes for future Apple Watch models. A round Apple Watch has reportedly been among the designs explored by Apple. However, Gurman says the company is unlikely to bring that model to market.
Apple may also expand its lineup at both ends of the price range. The company is reportedly considering new premium and more affordable Apple Watch models. The changes could give Apple more options to compete across different parts of the smartwatch market. The existing Apple Watch SE lineup currently serves as the company’s main budget option.
Apple is also considering changes to the materials used for its watches. Gurman claims the company could bring back a ceramic Apple Watch case later this year or sometime in 2027. Beyond new hardware, Apple is reportedly planning additional colors and bands. These options could give customers more ways to customize their Apple Watch.
For now, these products remain under consideration and may not all reach the market. Still, the reported plans suggest Apple is looking beyond its current Apple Watch formula. If the company moves forward, its future lineup could include more sizes, materials, price points, and even a screenless fitness tracker.
