Apple is developing a screenless health and fitness tracking band prototype similar to Whoop, with potential launch no earlier than 2028. The project has executive backing from Tim Cook and Eddy Cue. While Apple is also adding Whoop-like features to existing Apple Watch and Health app, the screenless band represents a separate product strategy to compete with fast-growing rivals Whoop (valued at ~$10B, considering IPO) and Oura (recently filed for IPO). This signals Apple's intent to expand its wearables portfolio beyond the Watch into the minimalist health-tracking segment.