Apple could take on Whoop with a new fitness tracker, report says

Apple is reportedly considering developing a screen-less fitness tracker that could put the company in direct competition with Whoop, a fitness tech firm valued at over $10 billion. According to Bloomberg, Apple is currently conducting a "technology investigation" to determine if it will fully develop and release the product, which is described as a thin fabric band with a sensor-equipped computing module.

The device, set to launch by at least 2028, aims to track various health metrics, much like Whoop's fitness bands. While Apple already offers fitness tracking through its Apple Watch, which records workouts, heart rate, sleep, and other categories, the proposed tracker would differ in its form factor. However, the new device faces challenges in a period of transition for Apple, as CEO Tim Cook stepped down in August and was succeeded by John Ternus.

Apple is also grappling with rising costs due to a memory shortage and has recently filed a lawsuit against OpenAI for trade theft, amid its ongoing efforts to develop cutting-edge hardware for the AI era.