Apple and WHOOP wearable health technology competition

The competition between Apple and WHOOP in the wearable health technology market has intensified through the integration of advanced physiological metrics and laboratory testing. WHOOP introduced its ‘Advanced Labs’ feature to provide biomarker tracking and real-time diagnosis of health factors like systemic inflammation. In response, Apple expanded its health metrics with a ‘Readiness score’ and ‘Health Age’ estimation, while also entering the US lab testing market to allow users to order tests for over 50 biomarkers.

As the market evolves, Apple is undergoing internal restructuring, including layoffs within its Apple Fitness+ team, specifically affecting audio content roles. These reductions have impacted employees working on content such as ‘Time to Walk’ and ‘Time to Run’, potentially leading to less frequent new audio releases. Analysts suggest these moves may signal a deeper reorganization or a closer integration of Fitness+ with the Apple Health app.

Amidst these cuts, Apple is reportedly investigating a new category of wearable technology: a screenless fitness tracker. This device, envisioned as a thin fabric band with sensor-equipped computing modules, aims to provide continuous health tracking without a screen, potentially competing directly with specialized devices like WHOOP and Google’s Fitbit Air.

Recent reports indicate this screenless prototype is currently in a ‘technology investigation’ phase, with support from high-level executives including Tim Cook and Eddy Cue. Cue is reportedly pushing for simpler interfaces that prioritize health and fitness tracking. If commercialized, the device is not expected to launch before 2028. It would likely serve as a complement to the Apple Watch, offering continuous data such as heart rate and recovery through the Apple Health app without the distractions of a screen. The device may also utilize Apple Intelligence to provide user insights through the Health ecosystem.