Apple is apparently considering much more radical changes to the Apple Watch than the Apple Watch Series 12 – expected in September – would suggest. Bloomberg journalist Mark Gurman writes in his newsletter Power On that Apple’s hardware team in Cupertino is currently experimenting with round displays, display-less fitness devices, and entirely new price points. The upcoming generation remains unaffected by these changes for now, but in the long term, the smartwatch’s design is set to undergo a fundamental transformation.
In a nutshell:
- According to Mark Gurman, Apple is testing several new Apple Watch designs, including one with a round display.
- Also in the works: a display-less model to compete with Oura and Whoop, a premium model above the Hermès Edition, and a more affordable variant.
- Series 12 and Ultra 4 will be released in September with the familiar design; Gurman doesn’t expect major changes for another two to three years.
Round Display, No Display: These Are the Designs Apple Is Testing
Since the first Apple Watch in 2015, Apple has stuck with a rectangular case with rounded corners, while competitors like Samsung and Google have long been using round watch faces. Google will showcase exactly that on August 12 with the Pixel Watch 5, and according to Gurman, Apple is watching this competition very closely.
A round display is just one of several options being considered internally. Also under discussion: a device with no screen at all, which would function more like a fitness tracker and is intended to compete directly with providers like Oura or Whoop. 9to5Mac and MacRumors are also reporting independently on the same plans, though both emphasize that, according to Gurman, a round model is currently less likely to reach market readiness than the other concepts.
| Concept | Description | Target Audience |
|---|---|---|
| Round Display | First departure from the angular Apple Watch design since 2015 | Design-conscious buyers |
| No display | Fitness tracker without a screen, focus on sensors | Competition for Oura Ring and Whoop |
| Premium, above Hermès | A new luxury tier above the current top tier | Affluent clientele |
| More affordable than the SE | New entry-level model below the current SE series | Price-conscious buyers |
New price ranges: more expensive than Hermès, more affordable than the SE
It’s striking just how much Apple intends to expand the price range both upward and downward. So far, the Hermès Edition with its leather straps has marked the upper end, while the SE has marked the lower end. According to Gurman, there will be room for models both above and below these in the future: a luxury model for customers who find even the current Ultra or Hermès not exclusive enough, and an even more affordable option for anyone who has previously opted for other manufacturers due to price considerations.
Health App Set for Major Overhaul: Apple Looks to Oura and Whoop
Alongside the hardware, the software is also set to change. Apple executive Eddy Cue recently took over responsibility for the health division and, according to Gurman, is drawing inspiration from wearable specialists like Oura and Whoop, which have gained significant ground in the health category with sensor-only rings and bands as well as sophisticated analytics. A comprehensive overhaul of the Health app is planned, with a stronger focus on artificial intelligence, for example in the interpretation of sleep and recovery data.
Apple Watch Series 12 and Ultra 4: Coming as early as September
Anyone looking to buy a new Apple Watch right now shouldn’t expect a completely new design. The Apple Watch Ultra 4 and Series 12 are expected to feature the familiar case design but will come equipped with the new S11 chip and improved sensors. According to current rumors, both models could be unveiled at the Apple Keynote in September alongside the iPhone 18 Pro. It would be the first major chip update since 2023; however, significant visual upgrades won’t come until later.
Timeframe: two to three years until market readiness
Gurman compares the upcoming redesign to the iPhone’s transition to foldable models—a process that takes years and requires several intermediate steps before a new concept even hits store shelves. In his estimation, it will likely take another two to three years before specific models with round displays—or no screen at all—are actually sold.
Older watch bands may be phased out
One detail also directly affects existing Apple Watch owners: According to Gurman, the new form factors are not compatible with the current strap system. Anyone who has invested in expensive leather straps or sport bands would have to buy an entirely new set when switching to a round or display-less model.
Conclusion
The Apple Watch Series 12, launching in September, brings something new—primarily under the hood—while the exterior remains largely unchanged for now. What’s more exciting is looking ahead: With round displays, display-less models, and a broader price range, Apple would significantly broaden its smartwatch strategy instead of relying almost exclusively on a single design, as it has done so far. Whether and in what form this will actually happen will be decided over the next two to three years. Until then, it remains the realm of rumors—albeit fairly detailed ones.
