The Apple Watch could finally be in line for its biggest design rethink yet. After years of sticking to the same rounded-square design, Apple is reportedly exploring everything from new display shapes to screen-free wearables and even new product tiers.
Apple Is Rethinking the Apple Watch Design from the Ground Up
According to Bloomberg's Mark Gurman, Apple's industrial design team has spent the past year exploring several ways to rethink the Apple Watch. While none of these ideas are confirmed for a future product yet, the range of concepts suggests Apple is considering a much bigger change than its usual yearly refresh.
The Apple Watch has evolved significantly since its debut in 2015, gaining cellular connectivity, ECG, sleep tracking, hypertension detection and more. However, its core design has remained largely unchanged, particularly since the Series 4 introduced the rounded-square look in 2018.
Gurman reports that Apple is exploring different display types, new case sizes and even a round display, although the latter is said to be unlikely to make it to the market.
Interestingly, Apple is also reportedly considering a screen-free wearable. This could put the Apple Watch closer to fitness bands and smart rings from brands like Oura and Whoop, which focus more on health and fitness tracking without requiring users to interact with a screen.
However, the Cupertino giant's plans don't just stop at the design. The tech giant is also apparently exploring new product tiers that could expand the Watch lineup in both directions.
At the premium end, Apple could introduce a model positioned above the existing Apple Watch Ultra and Hermès editions. At the more affordable end, the company is reportedly considering concepts that would sit below the Apple Watch SE.
This suggests Apple could eventually offer a much broader range of wearables rather than relying on the current Series, SE and Ultra lineup.
However, don't expect these major changes to arrive with the next-generation Apple Watch models, though.
Related Articles
Apple Watch Series 12 and Ultra 4 Will Get Smaller Upgrades
The upcoming Apple Watch Series 12 and Apple Watch Ultra 4 are reportedly set to receive more conventional upgrades. These could include the first meaningful performance boost in several years, along with new colours and bands. Apple could also bring back a ceramic case option.
Meanwhile, AI could be another major part of Apple's plans. The company is reportedly looking at making the Apple Watch more AI-focused, potentially tying it more closely to its revamped Siri AI.
These reported efforts are not surprising since we got to know at Apple's Earnings Call for Q3 2026 that the wearables category grew from $7.9 billion from $7.4 billion. That roughly 7% growth is certainly important and suggests that there is room for a bigger push here.
A major redesign would certainly make sense if Apple wants to give the Watch a fresh identity. The company has kept the same basic formula for years, so a more radical Apple Watch could help it stay ahead of the competition.
Related Articles
