Apple is developing a screenless health and fitness tracker designed to compete with wrist-worn devices like Whoop, according to sources familiar with the matter. The company has been investigating this product category for several months and is currently working on prototypes, with the initiative backed by senior management, though a final decision on a full launch has not yet been made.

The project remains in its early stages and is internally referred to as a "technology survey" within the company. Even if Apple decides to move forward, the device may not reach the market until 2028. An Apple spokesperson declined to comment on the reports.

The market for screen-free fitness bands currently includes players such as Garmin, Whoop, and Google. The prototypes feature a slim fabric band with integrated sensor and computing modules. Unlike the Apple Watch, which centers on a display and offers fitness tracking, apps, notifications, and other features, this new device would omit the screen entirely.

This potential product signals Apple's interest in expanding beyond the Apple Watch and capturing users who prefer a more minimalist, distraction-free approach to health monitoring. If successful, it could intensify competition in the wearable segment, which has seen growing demand for continuous health tracking without the constant interruptions of a smartwatch display.

While the timeline remains uncertain, the development underscores Apple's commitment to exploring innovative form factors in the health technology space. Industry observers will watch closely to see whether the company converts this early-stage research into a commercially viable offering in the coming years.