Apple plans overhaul of its wearable lineup with new device category and screen-less display

A tracker without a touchscreen

In addition to the display-less model, Apple is also planning other form factors for the Apple Watch, according to Gurman. A rounder case, thinner variants, and a focus on additional health sensors are reportedly under discussion. When the new devices are planned to launch did not emerge from the report.

With this repositioning, Apple is responding to an increasingly competitive market for smart wearables. Providers such as Whoop, Garmin, and Oura have in recent years carved out niches where traditional smartwatches with large touchscreens are not the first choice. According to market observers, Apple wants to reclaim lost ground.

Background: Competitive pressure

According to calculations by Counterpoint Research, wearables without a traditional display already accounted for a relevant share of the overall market last year. Apple has so far not been among the leading providers in this segment and could attempt to close the gap with its own device.

It remains unclear how the planned changes will affect the existing Apple Watch lineup. It is possible that Apple will split its model range and offer different devices for different user groups. A tighter integration with the subscription service Apple Fitness+ is also considered likely.

According to Gurman, the planned form factors are also tied to considerations about integrating new sensors. These could potentially include improved measurement functions for blood sugar, body temperature, and sleep quality. Apple has repeatedly emphasized in the past that health features are to be a central differentiating feature of its devices.

Health and sensors in focus

According to the report, which priorities Apple sets internally also depends on Apple manager Eddy Cue, who is responsible for expanding the services division. Within the company, the wearable division is seen as an area in which high-margin additional services around health and fitness can scale particularly well.

It remains to be seen whether and when Apple will officially present its plans. The company typically unveils new hardware at its September events. Should Apple stick to this schedule, concrete announcements about the new devices could be possible in the coming weeks.

Mark Gurman has reported regularly for years on internal Apple plans and is considered one of the most reliable sources for the company's non-public initiatives. His latest information is, according to his own statements, based on informed circles both inside and outside the company.

What Apple could announce next

For Apple's Wearables, Home, and Accessories division, the reorganization of the product range is an important step. The segment has recently suffered from slowing growth, as many customers have been satisfied with existing models and new features have increasingly been distributed via software updates.

With the planned mix of a traditional Apple Watch, a new display-less fitness tracker, and possible additional form factors, Apple reportedly wants to cover multiple price points and user profiles simultaneously. Observers see this as an attempt to once again position the wearable business more strongly as a growth driver.