Apple is reevaluating the future of its smartwatch, aiming to counter the growing competition from screenless fitness devices like the Oura Ring. According to renowned Bloomberg analyst Mark Gurman, the Cupertino-based company is working on round displays and bolder designs for upcoming Apple Watch models. This move would mark a departure from the classic square face that has characterized the device since its debut in 2015.
The wearable market is evolving rapidly, and Apple's approach reflects the need to stay relevant. The Oura Ring, with its minimalist form factor and lack of a screen, has gained popularity among health-conscious users. Meanwhile, other companies are launching smartwatches with circular designs, such as Samsung and Google, increasing pressure on Apple to innovate.
The challenge from the Oura Ring and screenless devices
The growing popularity of screenless wearables, like the Oura Ring, poses a direct threat to Apple Watch sales. These devices offer health and fitness tracking without the distractions of a display, making them more discreet and comfortable to wear. Apple is therefore considering adopting a circular design, which could appeal to those who prefer a more traditional look or seek greater stylistic versatility.
Sponsored Protocol
This is not the first time a round Apple Watch has been rumored. Back in 2015, before the launch of the first model, there were speculations about a possible circular design. However, Apple opted for the square face, which has since become an iconic style. Now, with increasing competition, the company may be ready to reconsider its choices. According to Gurman, the change could be radical, extending beyond the display to the entire product design.
A new design approach to revitalize the Apple Watch lineup
In addition to the round display, Apple is exploring other substantial design changes for the Apple Watch. The goal is to create a product that clearly stands out from competitors and offers new health and wellness features. In a market increasingly saturated with smartwatches, innovation becomes crucial to maintain leadership.
Sponsored Protocol
Bloomberg's tip comes at a time when Apple is also working on other products like smart glasses and smart rings, as reported by other sources. However, the Apple Watch remains a cornerstone of the company's health strategy, with features like ECG and fall detection that have saved lives. A refreshed design could attract new users and persuade owners of older models to upgrade.
Expert reactions and potential timeline
Industry analysts have welcomed the news with interest. Some believe a round Apple Watch could broaden its appeal to a wider audience, while others question the usefulness of such a radical change. The main challenge will be maintaining compatibility with existing bands, as a new design might require different accessories. This detail is crucial, as Apple has always relied on a vast ecosystem of accessories.
According to Gurman, new models could arrive as early as 2027, though no official confirmation exists. The Cupertino company has not issued any statements, as usual. Meanwhile, competitors are not idle: Samsung recently launched the Galaxy Watch with a circular display, while Google introduced the Pixel Watch with a rounded design. Apple must move decisively to not lose ground.
Sponsored Protocol
The design evolution is only one aspect Apple is considering. According to some sources, the company is also working on new sensors for blood pressure and blood glucose monitoring, features that could represent a significant differentiator. In this context, the choice of a round display could be just the tip of the iceberg of a broader overhaul.
As we await official developments, the future of the Apple Watch looks increasingly intriguing. The company has proven in the past its ability to surprise the market, and this time it might prepare a true revolution. For enthusiasts, all that remains is to wait with anticipation for the next launches. Meanwhile, those interested in wearable fitness could check our guide on Netflix 4K streaming on Chrome .
Source: https://9to5mac.com/2026/08/09/apple-watch-revamp-redesign-round-screen
