Apple might launch a Fitbit Air rival You Should Know

It’s well known that Apple will finally join the foldable phone market with the iPhone Ultra, set to launch in the coming weeks, but the firm is also reportedly working on a rival to the Fitbit Air.

Google’s fitness tracker caused a stir earlier this year and not just because it was launched with the help of NBA star Steph Curry. The Fitbit Air arrived as the first new Fitbit in years with no screen and a budget price, undercutting expensive rivals such as Whoop.

There are countless others which have arrived or are on the way in what is set to be the defining year for screenless ‘smart bands’. They include the Garmin Cirqa, Polar Loop, Luna Band and more.

Apple seems to have been lured into the party and it working on its own solution, according to Bloomberg’s Mark Gurman. Little is known, as Apple is currently considering various options.

“Apple is indeed taking this industry shift seriously. The company is considering new devices with no displays,” said Gurman, adding that Apple “is determined to reinvent the lineup in response to growing competition.”

Considering all the screenless fitness trackers currently on the market look near identical and essentially do the same thing (with various approaches to subscription models, too), it will be interesting to see what Apple comes up with.

Chris Martin / Foundry

The news comes as part of a wearable shake-up which Gurman says will include Apple Watch smartwatches, and could include a model even cheaper than the SE range, plus the firm is even considering circular displays like the Google Pixel Watch and Samsung Galaxy Watch.

It could also include higher-end models than even the Watch Ultra and Hermes editions.

These won’t arrive soon though, as the Apple Watch Series 12 and Ultra 4 are set to get modest upgrades. It is 2026, after all, but 2027 could well be the year to watch for an overhaul to Apple’s wearable line-up.