Apple is reportedly developing a screen-free fitness tracker similar to Whoop-style bands, with prototypes that include heart-rate and health-sensor capabilities, potentially entering the market by 2028 if the project proceeds.

Apple’s stock closed near $339.75 with positive after-hours movement, and market observers note Apple’s high Quality ranking and favorable price trends.

Top executives, including Tim Cook and Eddy Cue, are championing both the screen-free tracker and related wearable initiatives, signaling strong executive support for expanding beyond the Apple Watch.

Apple’s health strategy continues to unfold across devices, with ongoing testing of a redesigned Health app in iOS 27.2 and deeper health-and-fitness integration across Wearables, Home and Accessories, underscored by $7.88 billion in Wearables, Home and Accessories revenue in the latest July quarter.

An AI-powered pendant with a camera has been discussed, intended to be worn around the neck or on clothing, but development has been postponed and may depend on future feasibility.