Apple is reportedly considering major changes to the Apple Watch as competition from screenless fitness devices grows. The company is exploring new designs, different price points, and even wearable products that move away from the familiar Apple Watch format.
Bloomberg’s Mark Gurman reports that Apple is studying several new ideas, including watches with circular displays, screenless fitness accessories, and other wearable designs. These concepts would mark the biggest design shift for the Apple Watch since Apple launched the product line.
Don’t miss the best of The Mac Observer
Set us as a preferred source and our Apple reporting ranks higher in your Google Search results and Discover feed — one tap, no account changes.
Apple is also looking at both cheaper and more premium wearable options as it considers how the lineup should develop over the next several years. At the same time, the company is reportedly working on a broader Health app update that would use more AI features and connect more closely with future wearable products.
Apple Watch redesign is still years away
Apple has not finalized these plans, and the more radical products remain far from release. The company is still evaluating different concepts, which means the final products could look very different from the ideas currently under discussion.
For 2026, Apple is expected to stick with more familiar updates. Apple Watch Series 12 and Apple Watch Ultra 4 are reportedly coming this fall with new processors, additional color options, and improved fitness features.
Apple will likely introduce both models during its annual September event alongside the iPhone 18 Pro lineup and its first foldable iPhone. The larger Apple Watch redesign appears to be part of a longer-term plan as Apple looks for new ways to compete with devices such as the Oura Ring.
Discussion