Apple is currently working on a new fitness tracker that doesn’t have a screen, aiming to compete with Whoop — the fitness technology company whose value has recently exceeded $10 billion.

Bloomberg indicates that the iPhone manufacturer is undertaking a “technology investigation” — which, as implied, is a preliminary effort to ascertain whether to advance and launch a product. Multiple prototypes have been created related to this item, according to the source.

The gadget — portrayed as “a slim fabric band with a sensor-laden computing module” — is not expected to launch before at least 2028, Bloomberg revealed.

It’s important to highlight that Apple currently offers a fitness tracker through its Apple Watch (the wearable monitors workouts, heart rate, sleep, and various other metrics). Nevertheless, this new design appears to be quite similar to Whoop, which markets straightforward fitness bands claimed to track numerous health indicators.

TechCrunch has contacted Apple for additional details.

This news comes during a transformative phase for Apple. Tim Cook resigned from his role as CEO in August to take on the role of executive chairman, with John Ternus stepping in as the new CEO. The company has also encountered challenges due to rising expenses stemming from a memory shortage. Regardless, it has committed to releasing a series of new products, including a foldable phone, updated tablets, and a new MacBook Pro. Concurrently, it is embroiled in a legal battle against OpenAI, accusing it of trade theft, as the competition to develop the top hardware for the AI era intensifies.