CUPERTINO, California — Apple is exploring a major overhaul of its smartwatch lineup, including new display formats, screen-free wearable devices and additional price tiers, Bloomberg News reported, citing people familiar with the company’s work.
The company’s industrial design team has been evaluating several directions for future Apple Watch products, including different screen sizes and, potentially, round displays, Bloomberg reported. It is also considering devices without displays that could focus on health and fitness tracking.
Apple is weighing changes across the lineup rather than a single replacement for its existing watch design, according to the report. Concepts under consideration include premium products positioned above the current Ultra and Hermès offerings, as well as lower-cost devices beyond the Apple Watch SE.
The exploration comes as Apple expands artificial-intelligence capabilities and health tracking across its products. Bloomberg reported that Apple is considering making future wrist-worn devices more focused on AI and health services.
Apple has not publicly confirmed the reported designs or said when, or whether, any of the concepts will reach consumers.
The company’s current lineup includes the Apple Watch Series 11, Apple Watch SE 3 and Apple Watch Ultra 3, all introduced in September 2025, according to Apple. Its latest official Watch announcements in 2026 have focused on software and health features rather than a new hardware design.
The reported redesign work remains under evaluation, and details about potential products, pricing and launch timing have not been confirmed by Apple.
