Apple already planning a third-generation model for 2027

Apple is reportedly laying the groundwork for a significant overhaul of its Apple Watch lineup, with plans extending into 2027 and potentially 2028, according to Bloomberg's Mark Gurman. The company is exploring different screen sizes, display types, and even screen-less models as it attempts to redefine the product. The Apple Watch has followed a consistent design formula since its launch over a decade ago, with improvements focused on durability, health tracking, performance, and battery life.

However, Gurman suggests that the upcoming Series 12 and Ultra 4 will receive more conventional upgrades, including a new processor, enhanced software features, and potentially a redesigned case option. The more groundbreaking changes are expected for later generations, with Apple's industrial design team examining alternative approaches to the smartwatch form factor, such as circular displays and display-less devices.

The company is also considering ways to make the Watch more useful for active users, reflecting the growing popularity of fitness-focused wearables. This roadmap project could mark a major shift for Apple, which has increasingly positioned the Watch as a standalone health and fitness device.