Apple weighs display-less Apple Watch as part of major lineup overhaul
While the upcoming Series 12 and Ultra 4 face only minor updates, a full redesign is expected within one to two years, potentially including models without screens to compete with fitness trackers like Whoop.
Apple is reportedly evaluating a significant strategic shift for its Apple Watch lineup, potentially introducing display-free models to compete with fitness-focused devices such as Whoop. According to Bloomberg’s Mark Gurman, the company is actively exploring several options for an eventual redesign of its smartwatch hardware, though it has not yet committed to a specific direction for the next generation of devices.
The immediate future for the wearable division appears to involve incremental changes rather than a revolution. The upcoming Apple Watch Series 12 and Ultra 4 are expected to receive only minor updates compared to their predecessors. Apple has previously indicated that a comprehensive redesign of the smartwatch form factor is still one to two years away, suggesting that current iterations will serve as a bridge to more substantial changes.
In the interim, likely arriving in 2026 or 2027, Apple is planning to reintroduce the ceramic case option, alongside new colourways and band configurations. These updates are expected to be accompanied by health and fitness feature upgrades, as well as improved integration with the revamped Siri. However, the timing of these specific aesthetic and functional tweaks remains subject to internal decision-making processes.
Looking further ahead, the potential overhaul could see Apple expand its portfolio significantly. Reports suggest the company is considering launching more premium models beyond the current Ultra and Hermès offerings, while simultaneously introducing a more affordable option positioned below the existing Apple Watch SE tier. This bifurcated approach aims to capture both high-end enthusiasts and budget-conscious consumers.
A key element of this future strategy involves diversifying screen configurations. To remain competitive in a wearables market increasingly populated by devices without displays, Gurman notes that Apple is considering new devices with no screens, as well as varying types of screens and different sizes. This move would mark a departure from the company’s traditional reliance on always-on displays for its core smartwatch identity.
The uncertainty surrounding these plans underscores the complexity of Apple’s hardware roadmap. While the direction of the next major redesign is clear in its ambition to diversify, the exact execution remains unconfirmed. Apple continues to assess market dynamics, balancing the need for innovation against the stability of its current product cycle.
