Apple is reportedly developing a new fitness tracker designed to compete with Whoop, the fitness technology company recently valued at over $10 billion. According to Bloomberg, Apple is currently in an exploratory phase, investigating the technology and deciding whether to fully develop and launch the product. The device is described as a slim fabric band embedded with a sensor-equipped computing module, distinguishing it from Apple's existing wearable, the Apple Watch.

The new tracker is expected to provide health and fitness monitoring similar to Whoop’s offerings, which include simple bands capable of tracking various health metrics such as workouts, heart rate, and sleep quality. Apple is said to have created several prototypes of this screen-less band, but the product is unlikely to reach the market before 2028. This strategic move could mark Apple’s entry into a fitness band segment distinct from its smartwatch business.

This development is taking place amidst significant leadership and operational changes at Apple. Tim Cook stepped down as CEO in August 2026, transitioning to the role of executive chairman, while John Ternus assumed the CEO position. The company is navigating challenges like a memory shortage that has increased costs, yet it remains committed to releasing innovative hardware including a new foldable phone, new tablets, and a refreshed MacBook Pro lineup.

In addition to its product ventures, Apple is engaged in legal action against OpenAI, accusing the AI firm of trade theft as competition escalates in the AI and hardware marketplace. The introduction of the fitness band aims to expand Apple’s presence in the wearable market and position it against specialized fitness tech companies like Whoop, signaling a broader push to diversify its hardware portfolio in the coming years.