Apple could take on Whoop with a new fitness tracker, report says
In Brief
12:27 PM PDT · September 22, 2026
Apple is in the process of developing a new screen-less fitness tracker that would put it into competition with Whoop — the fitness tech firm whose valuation recently crested $10 billion.
Bloomberg reports that the iPhone maker is currently engaged in a “technology investigation” — which, just as it sounds, is an exploratory effort to decide whether it will fully develop a product and release it. A number of prototypes have been developed around the item, the outlet notes.
The device — which is described as “a thin fabric band with a sensor-equipped computing module” — would not be released until at least 2028, Bloomberg said.
It’s worth noting that Apple already sells a fitness tracker in the form of its Apple Watch(the wearable records workouts, heart rate, sleep, and other categories). However, the new form factor sounds relatively...
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