Apple could be preparing to expand the top end of its smartwatch portfolio, with reports suggesting the company is exploring a new class of Apple Watch models positioned above its current Ultra and Hermès editions.

According to Bloomberg’s Mark Gurman, Apple is evaluating ways to further segment its wearable lineup as it looks to appeal to buyers seeking more exclusive products. While details remain limited, the proposal could see the company introduce smartwatches with premium materials, distinctive finishes or additional hardware not found in existing models.

At present, Apple’s most expensive smartwatch is the Apple Watch Hermès Ultra 3, which retails for the equivalent of about A$2,170, while the standard Apple Watch Ultra 3 starts at around A$1,240 based on current exchange rates. Any new flagship tier would likely push pricing even higher.

Apple Watch Hermès Ultra 3 devices: titanium cases, natural colour, edge-to-edge display, rounded corners, right side exterior, Digital Crown, microphone, raised side button, Maritime watch face (hour, minute, second hands), paired with Scub'H Diving band, orange néon colour (bright orange), Bleu Hydra digital watch face (time digits 10 09), paired with En Mer band, noir/bleu nuit colour (black with dark blue diagonal textured stripes)

Rather than simply offering cosmetic upgrades, Apple is reportedly considering adding exclusive capabilities to future premium models. Industry speculation points to enhanced health sensors, improved power efficiency and additional wellness features, although there is no indication these would be reserved solely for the highest-priced devices.

One feature believed to be under development is blood pressure monitoring, which is reportedly undergoing regulatory assessment in the United States. If approved, it could become one of the next major health additions to the Apple Watch platform.

The premium smartwatch plans form part of a broader review of Apple’s wearable strategy. The company is also said to be investigating new product categories, including display-free fitness trackers, additional entry-level models and alternative watch designs with different display sizes and shapes.

Despite the longer-term changes under consideration, Apple’s next smartwatch releases are expected to remain evolutionary rather than revolutionary. The anticipated Apple Watch Series 12 and Apple Watch Ultra 4 are tipped to feature faster hardware, updated fitness features, refreshed colour options and new bands, with reports also suggesting a ceramic case could make a return on selected models.

Apple has not confirmed any of the reported developments, and there is no indication when a new premium smartwatch tier could be introduced. However, the reports suggest the company is looking to diversify its wearable range as competition grows across the smartwatch, luxury wearable and health technology markets.