Screenless wearables such as Whoop, Oura, and Fitbit Air are building large businesses by focusing on recovery, sleep, and passive health monitoring. Consumer interest is shifting away from screen-heavy devices that compete for attention. Apple’s Health app is described as cluttered and chart-focused, producing few actionable insights compared with competing apps. Apple leadership and health strategy are in flux, including retirement and departures among key executives and marketing leaders. An AI health coaching effort codenamed Mulberry was scaled back and is not expected to ship until later in the iOS 27 cycle. Apple also faces talent loss to Oura, contributing to reduced momentum in health and wearable innovation.
"Whoop, Oura, and Google's $100 Fitbit Air have built multibillion-dollar businesses around screenless bands and rings that emphasise recovery, sleep, and passive health monitoring. A growing number of consumers no longer want another screen competing for their attention."
"Despite years of investment, it remains cluttered, clinical, and poor at producing actionable insights. Gurman writes that it " often feels less like a modern consumer platform and more like the experience of reviewing charts in a waiting room." Competing apps from Whoop and Oura are " in a different league. ""
"An ambitious AI health coaching service codenamed Mulberry was recently scaled back after Cue took over Apple's health group. Gurman does not expect features from that project to launch until later in the iOS 27 update cycle."
"Former COO Jeff Williams, who long oversaw health initiatives, retired last year. Tim Cook is stepping down as CEO in September. Fitness+ leader Jay Blahnik is leaving following litigation tied to management conduct. Health and Apple Watch marketing chief Stan Ng recently retired. Another senior marketing manager, Eric Charles, departed this month."
Read at TNW | Apple
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