Apple could take on Whoop with a new fitness tracker, report says

In Brief

Apple is successful the process of processing a caller screen-less fittingness tracker that would enactment it into contention with Whoop — the fittingness tech steadfast whose valuation recently crested $10 billion.

Bloomberg reports that the iPhone shaper is presently engaged successful a “technology investigation” — which, conscionable arsenic it sounds, is an exploratory effort to determine whether it volition afloat make a merchandise and merchandise it. A fig of prototypes person been developed astir the item, the outlet notes.

The instrumentality — which is described arsenic “a bladed cloth set with a sensor-equipped computing module” — would not beryllium released until astatine slightest 2028, Bloomberg said.

It’s worthy noting that Apple already sells a fittingness tracker successful the signifier of its Apple Watch (the wearable records workouts, bosom rate, sleep, and different categories). However, the caller signifier origin sounds comparatively akin to Whoop, which sells simple fittingness bands that the institution says tin way a assortment of wellness metrics.

TechCrunch reached retired to Apple for much information.

The study arrives astatine a clip erstwhile Apple is successful a play of transition. Tim Cook stepped down from his presumption arsenic CEO successful August to present enactment arsenic enforcement chairman, arsenic caller CEO John Ternus took the wheel. The institution has besides faced headwinds owed to rising costs from a representation shortage. Despite this, it has promised a slate of caller devices, including a new foldable phone, new tablets, and a caller MacBook Pro. Meanwhile, it’s engaged successful litigation against OpenAI, which it has accused of commercialized theft, arsenic the conflict to physique the champion hardware for the AI property continues.

Subscribe for the industry’s biggest tech news