Apple is preparing significant changes in the Apple Watch lineup, including possible screenless models. This is part of the company’s strategy in response to growing competition from smart ring and fitness band manufacturers.
According to Bloomberg, Apple has remained the leader in the smartwatch market for over a decade, but has faced competition from companies like Oura, Whoop, and Google. To maintain its market position, the design team is exploring new device formats. Among the possible changes are developing models without a display, experimenting with screen sizes and shapes, including round ones, as well as releasing budget versions cheaper than the current SE series, and new premium models.
Further innovations include deeper integration of AI-powered Siri functions. Upcoming models, Apple Watch Series 12 and Ultra 4, are expected to receive traditional improvements such as performance boosts, updated colors, straps, and the possible return of the ceramic case. However, reforming the entire lineup will require more time.
Apple’s new product presentation is scheduled for September this year and includes various novelties, the most important of which will be the first foldable iPhone. This event will be the first presentation for John Ternus as the company’s new CEO, following Tim Cook’s departure from this position.
An announcement of new models is also expected for the iPhone 18 Pro and Pro Max, Apple Watch Series 12 and Ultra 4, an updated Apple TV set-top box, HomePod mini speaker, and the first smart home hub. By the end of the year, new MacBook Pros on the M6 chip, updated iMacs, iPad mini, and a premium MacBook with a touch OLED display are also planned for release.
| Products | Updates |
|---|---|
| Apple Watch | New models without displays, AI integration, return of the ceramic case |
| iPhone | First foldable iPhone |
| MacBook Pro | Launch on M6 chip |
| HomePod mini | Product update |
| iMac | New model |
