As September approaches, attention is once again turning to Apple and its upcoming iPhone launch. This year, the company is expected to introduce a foldable iPhone alongside the iPhone 18 Pro, potentially bringing a major shift to its smartphone lineup. However, a new report suggests Apple could also be considering a significant transformation for the Apple Watch.
According to Bloomberg, Apple is rethinking the future of its smartwatch lineup and exploring several new types of Watch devices. Some of the concepts being considered could even eliminate the display altogether.
The development comes as screenless wearables gain popularity, including fitness trackers such as Whoop and Google’s Fitbit Air. Except for the introduction of the Apple Watch Ultra in 2022, Apple’s smartwatch lineup has largely retained the same basic concept over the years.
Apple has gradually added features such as improved water resistance, cellular connectivity and satellite support, but the fundamental design and functionality have remained largely unchanged. The approach has continued to perform well despite increasing competition in the wearable market. According to Counterpoint Research, Apple Watch sales are still growing, while some competitors, including Samsung, have recently experienced declines.
APPLE IS TESTING NEW WATCH DEVICES
The report suggests Apple has yet to settle on a specific direction for its future Watch lineup. The company is reportedly considering changes across different price segments, including more affordable models beyond the existing SE range as well as premium devices positioned above the Apple Watch Ultra and Hermès editions.
Apple is also said to be experimenting with devices featuring different display configurations, including products without screens and watches with varying screen sizes and types. A round display has reportedly been considered as well, although such a design is unlikely to eventually reach consumers.
Apple introduced the original Apple Watch more than a decade ago, combining a relatively new smartwatch interface with the familiar shape of a traditional square watch.
In recent months, the company’s industrial design team has reportedly been exploring alternative concepts as smart rings and screenless fitness bands become increasingly popular. Such devices are generally lighter, cheaper and potentially more convenient for certain users.
Beyond hardware changes, Apple is also reportedly looking at making future wrist-worn devices more focused on artificial intelligence. This could coincide with the company's work on an AI-powered Siri and more advanced health-monitoring capabilities.
Apple is also believed to have longer-term plans for a major overhaul of its Health app. Eddy Cue, who assumed responsibility for the area last year, is reportedly interested in products from companies such as Whoop and Oura.
WHEN COULD WE SEE A NEW APPLE WATCH?
Despite Apple exploring these ideas internally, a major redesign of the Apple Watch is unlikely to arrive in the immediate future.
In the short term, the company is expected to stick with incremental improvements. The upcoming Apple Watch Series 12 and Apple Watch Ultra 4 are reportedly expected to receive performance upgrades, new colours and bands, along with additional health and fitness features. Apple could also bring back a ceramic case option.
As a result, consumers should not expect Apple to completely reinvent the Apple Watch at this year’s September event. The company is instead expected to introduce the Watch Series 12 and Watch Ultra 4 alongside the iPhone 18 Pro lineup and the foldable iPhone, although Apple has not officially announced the event yet.
