Apple Considers New Design Directions for Future Smartwatches
Apple is evaluating a shift in its smartwatch design strategy as the company faces increased pressure from minimalist fitness trackers and smart rings. Since the launch of the original device in 2015, the company has maintained a consistent square display shape. Internal reports now indicate that the industrial design team has spent the past year reviewing potential alternatives, including a round display form factor.
This reevaluation comes as competitors like Oura and Whoop gain market traction. These brands offer screenless or ring-based wearables that prioritize battery efficiency and comfort over a traditional screen interface. While Apple remains a leader in the smartwatch space, its internal teams are currently weighing how to respond to this move toward lighter and cheaper devices. A round display could provide a more classic aesthetic, though any transition to such a design remains purely speculative at this stage.
Market Realities and Product Diversification
Industry experts note that a circular watch face would mimic traditional horology, which may appeal to a specific segment of the consumer base. That said, it is unclear if a design departure would provide the necessary impact to shift current market trends. Most market analysts suggest that Apple is more likely to expand its hardware catalog by introducing more premium variants or lowering entry points beyond the existing SE model.
Apple is currently focused on its immediate product roadmap. Reports suggest the company intends to launch a ceramic version of its watch in the near future. Alongside these hardware updates, the company plans to introduce new colors and watch bands to satisfy consumer demand for customization. These aesthetic choices will be accompanied by technical improvements to health and fitness monitoring capabilities.
Event Expectations and Broader Industry Shifts
On Wednesday, September 9, 2026, Apple will hold its scheduled event in Cupertino. The company is expected to reveal the Apple Watch Series 12 and the Apple Watch Ultra 4. These devices will likely continue the current design language while offering internal hardware upgrades. The event will also feature the launch of new iPhone 18 Pro models and the company's first folding smartphone.
This shift in strategy highlights a maturing wearable market where differentiation is increasingly difficult to achieve. While the company considers various form factors to keep its lineup fresh, the immediate focus remains on iteration rather than radical redesign. Consumers and investors will look to the upcoming product event for confirmation of the company's hardware priorities for the next cycle.