Bloomberg’s Mark Gurman goes into some detail today about the future for the Apple Watch product line.

He suggests Apple is going back to the drawing board as the Watch faces stiffer competition from the likes of the Oura Ring and other screenless smart fitness devices. It seems Apple is preparing to revamp the concept of the Apple Watch from the ground up …

Although it sounds like plans haven’t been finalized, Apple is considering all sorts of shapes and sizes, including watches with circular round displays, fitness accessories that have no screens at all, and more. This would represent a major breakpoint in the history of the Apple Watch, as every model up to now has basically revolved around the same basic design concept.

Bloomberg indicates Apple is looking at possibilities on the low-end and the high-end, weighing up the appeal of both more premium and more affordable models. The new wearable form factors would also intersect with a software revamp, in which Apple is looking to push the Health app in a more AI-centric direction.

However, nothing is close to shipping. It doesn’t even sound like Apple has decided on something concretely as of yet. So anything radically new is still years away from coming to market.

This fall, Apple will release new iterative models of the Watch, including Apple Watch Series 12 and Ultra 4. These will feature new CPUs, some new color options and improved fitness features.

The new Watches will probably launch at the company’s annual September event, which will also be the venue for the unveiling of the new iPhone 18 Pro and the first foldable iPhone, potentially branded as ‘iPhone Ultra’.