Apple is considering a major overhaul of its smartwatch lineup as the wearable market shifts toward screen-free fitness devices, smart rings and other new form factors, according to Bloomberg’s Mark Gurman.
Apple introduced the Apple Watch more than a decade ago with a square design and an iPhone-like user experience. Since then, the company has focused mainly on incremental improvements, including thinner and larger models, the Apple Watch Ultra, cellular and satellite connectivity, and health features such as ECG readings, hypertension detection and sleep apnea alerts.
Despite these additions, the overall design and user experience have remained largely unchanged. The Apple Watch continues to lead the smartwatch market despite competition from Oura, Whoop and Google. Counterpoint Research reported that Apple Watch sales increased 21% in the first quarter, while Samsung recorded a decline.
Apple considers new Watch designs
Gurman reports that Apple’s industrial design team has been exploring different directions for its smartwatches over the past year. The concepts being considered include:
- Wearables without displays
- Different types and sizes of screens
- Round displays, although this concept is unlikely to launch
- Premium models above the Apple Watch Ultra and Hermès variants
- More affordable models beyond the Apple Watch SE
The move comes as screen-free fitness bands and smart rings gain popularity. These devices are generally lighter and cheaper than smartwatches and focus primarily on health and fitness tracking.
Gurman says Apple has not yet settled on a specific direction for the redesigned lineup.
AI and health features
Apple is also looking to make its wrist-worn devices more focused on artificial intelligence and health. The company is working on an AI-powered version of Siri and smarter health tracking, while it also plans to overhaul the Health app under Eddy Cue.
These efforts could bring more AI-powered health and wellness features to future Apple Watch models as Apple responds to changes in the wearable market.
Apple is also looking to improve growth in its Wearables, Home and Accessories business. The segment’s sales increased nearly 7% in the latest quarter, compared with an 18% increase in overall product revenue.
Upcoming Apple Watch Series 12 and Ultra 4
Gurman reports that Apple is expected to continue with more conventional updates in the near term. The upcoming Apple Watch Series 12 and Apple Watch Ultra 4 are expected to receive internal improvements, including a significant performance boost.
Other changes reportedly being considered include:
- A ceramic case option
- New colors
- New bands
- Additional health and fitness features
The Apple Watch Ultra has retained its basic design since its introduction in 2022, while the standard Apple Watch continues to use the design language introduced with the Series 4 in 2018.
The larger redesign remains in development, with Apple still evaluating different concepts before deciding on the future direction of its smartwatch lineup.