Bloomberg reported on September 22, citing sources, that Apple is developing a screenless health and fitness tracker prototype, similar to Whoop's wrist-worn device, which could debut as early as 2028. Following the news, shares of Garmin, a seller of fitness tracking devices, initially fell by as much as 2.5% during intraday trading before recovering to close up 1.6%; Apple's stock surged before pulling back, closing at approximately $340. The project is currently in the preliminary "technology investigation" phase, and its eventual launch remains uncertain, but it has received high-level support, including from Apple Executive Chairman Tim Cook. This move aims to compete with emerging rivals such as Whoop and Oura; Whoop is currently valued at approximately $10 billion, and Oura filed for an IPO this month. The screenless tracker is also part of Apple's broader wearable device strategy, which includes smart glasses, an AI pendant, and a redesign of the Apple Watch product line.