{"id":608533,"date":"2026-09-22T21:12:12","date_gmt":"2026-09-22T21:12:12","guid":{"rendered":"https:\/\/www.newsbeep.com\/nz\/608533\/"},"modified":"2026-09-22T21:12:12","modified_gmt":"2026-09-22T21:12:12","slug":"apple-could-take-on-whoop-with-a-new-fitness-tracker-report-says","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/nz\/608533\/","title":{"rendered":"Apple could take on Whoop with a new fitness tracker, report says"},"content":{"rendered":"

Apple is in the process of developing a new screen-less fitness tracker that would put it into competition with Whoop \u2014 the fitness tech firm whose valuation recently crested $10 billion<\/a>. <\/p>\n

Bloomberg reports that<\/a> the iPhone maker is currently engaged in a \u201ctechnology investigation\u201d \u2014 which, just as it sounds, is an exploratory effort to decide whether it will fully develop a product and release it. A number of prototypes have been developed around the item, the outlet notes.<\/p>\n

The device \u2014 which is described as \u201ca thin fabric band with a sensor-equipped computing module\u201d \u2014 would not be released until at least 2028, Bloomberg said.<\/p>\n

It\u2019s worth noting that Apple already sells a fitness tracker in the form of its Apple Watch<\/a> (the wearable records workouts, heart rate, sleep, and other categories). However, the new form factor sounds relatively similar to Whoop, which sells simple fitness bands<\/a> that the company says can track a variety of health metrics.<\/p>\n

TechCrunch reached out to Apple for more information. <\/p>\n

The report arrives at a time when Apple is in a period of transition. Tim Cook stepped down from his position as CEO<\/a> in August to now act as executive chairman, as new CEO John Ternus took the wheel. The company has also faced headwinds due to rising costs from a memory shortage. Despite this, it has promised a slate of new devices, including a new foldable phone<\/a>, new tablets<\/a>, and a new MacBook Pro. Meanwhile, it\u2019s engaged in litigation against OpenAI, which it has accused of trade theft, as the battle to build the best hardware for the AI age continues. <\/p>\n","protected":false},"excerpt":{"rendered":"Apple is in the process of developing a new screen-less fitness tracker that would put it into competition…\n","protected":false},"author":2,"featured_media":608534,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[351,16288,5941,111,139,69,145,3492,15171],"class_list":["post-608533","post","type-post","status-publish","format-standard","has-post-thumbnail","category-technology","tag-apple","tag-hardware","tag-in-brief","tag-new-zealand","tag-newzealand","tag-nz","tag-technology","tag-wearables","tag-whoop"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/posts\/608533","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/comments?post=608533"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/posts\/608533\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/media\/608534"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/media?parent=608533"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/categories?post=608533"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/tags?post=608533"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}