Apple is considering entering the screenless health and fitness tracker market, a move that could put it in direct competition with devices like Whoop and Google's Fitbit, according to a Bloomberg report.

The report states that Apple is currently developing prototypes of the new device, but the project is still in its early stages; the company only began working on it a few months ago, meaning a launch might not occur before 2028 at the earliest.

Some of the team developing the device previously worked on the hardware for the Vision Pro glasses. Tim Cook has also expressed interest in a device to rival Whoop, while Eddy Cue, Apple's senior vice president of health and services, has pushed the health team to prioritize features similar to those offered by Whoop.

These features include daily recovery scores, deeper heart rate variability (HRV) analysis, biological age estimation, and sleep tracking and quality assessment within an updated version of the Health app.

Screenless devices with days-long battery

life are seeing increasing popularity, with sales in this category rising by 88% year-over-year, driven by strong demand, particularly in the US market.