Apple is reportedly investigating a major shake-up of its wearable devices, with future products potentially extending well beyond the traditional smartwatch design that has defined the Apple Watch for more than a decade.

According to Bloomberg’s Mark Gurman, Apple’s design teams are assessing a variety of concepts that could reshape the company’s wearable portfolio. Among the ideas being explored are display-free fitness trackers, alternative watch designs and new premium models aimed at different segments of the market.

One of the more intriguing possibilities is a screen-free fitness tracker. Rather than relying on a display, the device would focus on collecting health and activity data in the background, similar to products such as the Whoop band and Fitbit’s rumoured Fitbit Air. The concept reflects growing consumer interest in wearables that monitor health without adding another screen to daily life.

Apple is also said to be considering changes to the Apple Watch itself. Various display sizes and form factors are reportedly under review as the company looks at ways to refresh the product line. A circular Apple Watch has also been discussed internally, although there is no indication that such a design will make it into production.

The company is also believed to be evaluating new price points across the range. Future models could include devices positioned above the current Apple Watch Ultra and Hermès editions, while more affordable options beyond the Apple Watch SE are also said to be under consideration.

 

Health and artificial intelligence are expected to play an increasingly important role in Apple’s wearable strategy. The company has reportedly been working on expanding AI-powered features while also planning significant changes to its Health app, with the aim of delivering more personalised health insights.

The reported redesign comes as competition in the wearable market continues to intensify. Fitness bands, smart rings and specialised health trackers have attracted growing interest from consumers seeking longer battery life, more discreet designs and continuous health monitoring without the distractions of a smartwatch display.

None of the concepts under consideration have been confirmed by Apple, and it remains possible that some ideas will never progress beyond the design stage. However, the breadth of the reported exploration suggests Apple is actively looking at how its wearable lineup could evolve over the coming years as consumer expectations continue to change.