Apple is reportedly re-evaluating the future of the Apple Watch product line, with Bloomberg’s Mark Gurman saying Apple is exploring several major design directions rather than incremental updates. The discussions are linked to intensifying competition in health and fitness wearables, including products such as the Oura Ring and other screenless options.
According to the outlets summarizing Gurman’s reporting, Apple’s industrial design team is considering multiple concepts, including a potential round-display Apple Watch, different display types, and additional new sizes. Gurman also suggests Apple is taking the renewed popularity of screenless wearables seriously, with ideas that include an Apple Watch-style device without a display.
While some possibilities are described as actively under evaluation, Gurman cautions that a round-screen model is unlikely to ship. The reports also mention that Apple is considering restructuring tiers, including new premium variants positioned above existing Ultra and Hermès models, along with additional lower-cost options. Overall, the coverage portrays Apple as aiming to reinvent wearables to respond to market pressure and to increase the role of AI in future features, including longer-term Health app changes.
