Apple Developing New Fitness Tracker Aimed at Rivaling Whoop

(Bloomberg) -- Apple Inc. is developing a screenless health and fitness tracker similar to Whoop Inc.'s wrist-worn device, part of an effort to rethink its smartwatch lineup and add new wearable technologies.

The company has been exploring the category for several months and is now developing prototypes, according to people with knowledge of the matter. The effort has support from top executives, but Apple hasn't decided whether to release the product, said the people, who asked not to be identified because the work is confidential.

The project remains in a preliminary phase known internally as a technology investigation. If Apple proceeds with a release, the device likely won't debut before 2028. A spokesperson for the Cupertino, California-based company declined to comment.

Shares of Garmin Ltd., a seller of fitness bands, fell as much as 2.5% to a session low after Bloomberg reported on the plan. Apple was up about 1% at $342.29 as of 12:26 p.m. in New York trading.

The prototypes feature a thin fabric band with a sensor-equipped computing module. The absence of a screen would distinguish the device from the Apple Watch, a display-centric product that combines fitness tracking with apps, notifications and other functions.

The potential Whoop rival has drawn particular interest from Apple Executive Chairman Tim Cook and services chief Eddy Cue, the people said. The latter executive took over the company's health efforts late last year.

Though Apple remains a top seller of smartwatches — especially in the US — competitors such as Whoop and smart ring maker Oura Inc. are growing quickly, with millions of users each. Their rise is prompting Apple to reconsider its approach to health and fitness tracking.

At the same time, a leadership transition is underway at Apple's watch and health businesses. Jeff Williams, the former chief operating officer who oversaw both areas, retired at the end of last year. Stan Ng, who led marketing for the Apple Watch and health, and Jay Blahnik, who ran Apple's fitness strategy, have also left the company.

Cue has pushed Apple's health team to adopt features from the newer rivals, whose products offer simpler interfaces focused squarely on fitness and health tracking. The Apple Watch serves a broader range of purposes.