Mark Gurman reports that Apple’s industrial design team has spent roughly the past year exploring a “broader rethink” of the Apple Watch, evaluating multiple directions that could transform the smartwatch category for a new generation of wearables.
In his Power On newsletter for Bloomberg, Gurman said the revamp “could be as significant as the iPhone’s transformation from a slab design into a foldable device.” Apple is said to be “determined to reinvent the lineup in response to growing competition” from Oura, Google, Whoop and others pushing screen-free fitness trackers and smart rings.
Among the concepts under evaluation: an Apple Watch-style fitness tracker with no display — a direct answer to the screen-free wearables that have gained traction in recent years. The company has also considered a round Apple Watch face, though Gurman cautioned that design is unlikely to ship. New screen types, different sizes, and fresh tiers are all on the table — both a premium offering above the Ultra and Hermès lines, and a more affordable option below the SE.
Apple also intends to make its wearables more AI-focused, paired with an ambitious revamp of the Health app. The broader push reflects pressure on the company’s Wearables, Home and Accessories segment, which has struggled to sustain growth.
This year’s models remain evolutionary. The Apple Watch Series 12, Ultra 4 and SE 3 are expected alongside the iPhone 18 lineup next month, and will use the same design language as the current generation. The shakeup Gurman describes would arrive in later iterations.
For UAE buyers, the current lineup runs from AED 999 for the SE 3 to AED 1,599 for the Series 11 and AED 3,199 for the Ultra 3, per Apple’s local store. The addition of both a super-premium tier and a budget option would broaden the range considerably — but those new models remain in exploration, not production.
What is Apple planning for the Apple Watch?
Bloomberg’s Mark Gurman reports Apple is exploring a major shakeup of its smartwatch lineup, including screenless fitness trackers, new screen types, a round display (unlikely to ship), and additional tiers above the Ultra and below the SE.
When will the new Apple Watch redesign arrive?
The shakeup is in early exploration and would arrive in later iterations. This year’s Apple Watch Series 12, Ultra 4 and SE 3 — expected alongside the iPhone 18 next month — remain evolutionary updates.
What does a screenless Apple Watch look like?
Apple is evaluating an Apple Watch-style fitness tracker with no display, intended to compete with screen-free wearables from Oura, Whoop, and Google.
How much does the Apple Watch cost in the UAE?
The current lineup starts at AED 999 for the SE 3, AED 1,599 for the Series 11, and AED 3,199 for the Ultra 3, per Apple’s UAE store.
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