Apple could take on Whoop with a new fitness tracker, report says

Apple is in the process of developing a new screen-less fitness tracker that would put it into competition with Whoop — the fitness tech firm whose valuation recently crested $10 billion .

Bloomberg reports that the iPhone maker is currently engaged in a “technology investigation” — which, just as it sounds, is an exploratory effort to decide whether it will fully develop a product and release it. A number of prototypes have been developed around the item, the outlet notes.

The device — which is described as “a thin fabric band with a sensor-equipped computing module” — would not be released until at least 2028, Bloomberg said.