Apple is weighing a ground-up rethink of the Apple Watch — including screenless fitness trackers, new screen shapes and new price tiers — according to Bloomberg’s Mark Gurman.
In Sunday’s Power On newsletter, Gurman reports that Apple’s industrial design team has spent time “exploring a broader rethink of its smartwatches,” with several directions still under evaluation. He compares the potential revamp to the foldable iPhone: something “that transforms the product for a new era,” and possibly “as significant as the iPhone’s transformation from a slab design into a foldable device.”
Why Apple is rethinking the Apple Watch
Screenless fitness bands and smart rings — Oura, Whoop, Google’s Fitbit line — have taken the health-wearables market in a direction the rectangular watch face does not cover, and Apple’s Wearables, Home and Accessories segment has struggled to grow. Gurman says Apple is “determined to reinvent the lineup in response to growing competition,” with wearables becoming more AI-focused and an ambitious revamp of the Health app in the long-term plans.
What could change
- Screenless devices. Fitness trackers with no display at all, aimed at the band-and-ring market Apple currently ignores.
- New shapes and sizes. Different screen types and various new sizes. A round display has been contemplated, though Gurman cautions such a device is unlikely to be released.
- New extremes. Premium variants positioned above the Ultra and Hermès editions, alongside cheaper options below the Apple Watch SE.
Gurman stresses nothing is settled and nothing radical is close to shipping. This September’s event still brings the iterative stuff: Apple Watch Series 12 and Ultra 4 with new chips and colours, alongside the iPhone 18 Pro and Apple’s first foldable iPhone. The ceramic case option is expected to return in 2026 or 2027.
For Apple Watch buyers in the UAE, nothing changes today — the current line-up remains available through apple.com/ae and regional retailers, and this year’s models are the ones to watch for.
Will the Apple Watch get a round screen?
Apple has contemplated a round display, but Bloomberg’s Mark Gurman says such a device is unlikely to be released. The rectangular face is expected to stay for now.
When will the new Apple Watch arrive?
Apple Watch Series 12 and Ultra 4 are expected at Apple’s September event with new chips, colours and fitness features. Gurman says any radical redesign is years away and nothing is close to shipping.
What does the Apple Watch cost in the UAE?
The current line-up starts at AED 999 for the Apple Watch SE 3, AED 1,599 for the Series 11, AED 3,199 for the Ultra 3 and AED 4,999 for Hermès editions, per apple.com/ae. Prices for the September models are not yet announced.
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