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

Apple is in the process of developing a new screen-less fitness tracker that would put it into competition with Whoop, El.kz reports citing TechCrunch.

Bloomberg reports that the iPhone maker is currently engaged in a “technology investigation” — which, just as it sounds, is an exploratory effort to decide whether it will fully develop a product and release it. A number of prototypes have been developed around the item, the outlet notes.

The device — which is described as “a thin fabric band with a sensor-equipped computing module” — would not be released until at least 2028, Bloomberg said.

It’s worth noting that Apple already sells a fitness tracker in the form of its Apple Watch (the wearable records workouts, heart rate, sleep, and other categories). However, the new form factor sounds relatively similar to Whoop, which sells simple fitness bands that the company says can track a variety of health metrics.