Archive — US — techcrunch
Apple could take on Whoop with a new fitness tracker, report says
Apple is reportedly developing a new screen-less fitness tracker, competing with Whoop, which is valued over $10 billion. The device features a thin fabric band with a sensor module but may not launch until 2028. This effort comes as Apple navigates leadership changes and rising costs while planning new products amid ongoing litigation against OpenAI.
Key points
- Apple is developing a new screen-less fitness tracker to compete with Whoop.
- Whoop is valued at over $10 billion, indicating a strong market presence.
- Apple is conducting a 'technology investigation' and has created several prototypes.
- The new tracker will feature a thin fabric band with a sensor-equipped computing module.
- The anticipated release is not expected until at least 2028.
- Apple currently offers the Apple Watch, which tracks various health metrics.
- Apple's leadership has recently transitioned, with Tim Cook stepping down as CEO.
- The company faces challenges from rising costs and ongoing litigation against OpenAI.
Why it matters
- 2025 IT trends indicate a rise in wearables focused on health and fitness tracking.
- The competitive landscape in fitness tech has expanded with new entrants like Whoop.
- Apple's entry into the fitness tracking market could shift consumer preferences.
- Ongoing litigation in the tech space highlights the increasing importance of intellectual property.
Apple’s potential new fitness tracker signals its intent to strengthen its position in the wearables market, amidst leadership changes and market challenges, with a launch expected far into the future.