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Apple is apparently fundamentally rethinking the Apple Watch. Round displays, fitness devices without any screens, new sizes, and models above the Ultra and below the SE are all being discussed. A decision is pending – and nothing is ready for market.
Since 2015, every Apple Watch has followed the same basic design: a rounded rectangle, crown on the right, and bands on the top and bottom. This is set to change. Mark Gurman writes in his Bloomberg newsletter that Apple's design department has been working on a broader redesign of the smartwatch line for some time, comparing its significance to the transition from the classic iPhone to the foldable model. The report is well-documented regarding Gurman's access to Apple's product planning - however, he explicitly describes a search process, not a finalized roadmap. The same publication also indicates that ceramic is expected to return as a case material.
Key Facts at a Glance
- According to the report, Apple is considering round displays, screenless fitness devices, and additional case sizes for the Apple Watch.
- The upper end of the price range being discussed is a model above Ultra and Hermès, the lower end is one below the SE.
- Gurman himself considers a round model unlikely; according to him, nothing has been decided.
- The trigger is fitness trackers without a display and smart rings, not competing smartwatches.
- This changes nothing for autumn: Series 12 and Ultra 4 remain iterations with a new chip and new colors.
Four directions on the drawing board
The report presents several approaches side by side, some of which are mutually exclusive. In summary, the following picture emerges:
| Direction | What's behind it | According to the report |
|---|---|---|
| Round display | Break with the rectangular floor plan of all previous models | Reviewed, market launch unlikely |
| Device without a screen | Answer to fitness trackers and smart rings | considering |
| New case sizes and display types | Widening the range instead of replacing it | considering |
| Models above Ultra and below SE | Price expansion both upwards and downwards | considering |
Then there's the software side. Apple wants to make its wearables more AI-driven and, according to the report, is planning a major overhaul of the Health app. Both projects are without a set timeframe.
The pressure is not coming from other smartwatches
Apple isn't under pressure to compete in the traditional smartwatch market. According to figures from Counterpoint Research, Apple accounted for roughly 90 percent of all smartwatches with local AI processing shipped in the first quarter of 2026 – a figure that clearly demonstrates its dominance in this category. Shipments themselves also recently increased by 21 percent.
The competition comes from a different direction. Smart rings and fitness trackers without displays sell a different promise: days of battery life, discreet wear, no screen that lights up at night. A faster chip in a rectangular casing can't counter this argument.
That's precisely the logic behind a screenless Apple device. It wouldn't be a better Apple Watch, but rather a device for people who consciously choose not to have one.
Two conflicting appointments
When such a renovation might take effect is unclear – and previous reports on the matter differ. In June, it was stated that the major redesign, including a new conveyor belt system, would arrive in 2027. An earlier report had indicated 2028 at the earliest. The discrepancy remains unresolved, and the current report doesn't specify a date at all.
Nothing changes for the upcoming fall. The Series 12 and Ultra 4 remain iterations with a new chip, additional colors, and improved fitness features – the Apple Watch Series 12 overview summarizes the current status. A new SE model is not planned for this year, nor is a redesign of the Ultra.
Why a wider series is more likely than a break
Of the directions mentioned, expansion upwards and downwards is the most obvious. Apple has applied this pattern to virtually every product line: first a device, then a budget version, then a premium one. The Apple Watch already has three tiers – SE, Series, and Ultra – and the price range in Germany extends from €269 for the SE 3 to €899 for the Ultra 3.
We therefore expect that the end result of this process will not be a round Apple Watch, but rather a longer price ladder with an additional device at each end. A round display would affect every existing app interface and watch face – an effort only worthwhile if it solves a problem that Apple doesn't currently have.
For you, this means: If you're planning to buy a new Apple Watch this fall, this report won't change your decision. However, if you're waiting for the next big thing, you should know that the direction it will take isn't even clear yet. The buying guide for the Ultra 3, Series 11, and SE 3 clarifies which of the current models is best suited to which use case.
A European side aspect
Should a device without a screen actually be released, it would face a regulation in Europe that was only recently clarified for the existing product line. In July, the EU Commission exempted the Apple Watch and AirPods from the requirement for a replaceable battery. Such exemptions apply to specific products – a new category of device would have to be measured against the same criteria, not against the exemption already granted.
The row widens before it looks different
What the report describes is a corporation questioning its own success story before it comes under pressure. Little of this will be visible this year or next. What will become apparent first is where Apple expands its product range both upwards and downwards – and that's likely where the first response to the ring on the finger will lie. (Image: Apfelpatient)
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