August 10, 2026, 2:45 pm | Read time: 3 minutes
Since its introduction in 2025, the Apple Watch has changed little in appearance. Over the years, however, the wrist computer has increasingly evolved into a miniature iPhone and health tracker. The rest of the industry followed suit, and competition–especially with new form factors like rings and display-less bands–is growing significantly. That’s why Apple is working on a realignment with a fresh look and possibly even new models.
Round Watch a Topic at Apple
As Apple specialist Mark Gurman writes in his “Power On” newsletter for Bloomberg, the company is planning a “revolutionary design change.” This could be akin to the iPhone Ultra, which is set to debut next month as Apple’s first foldable smartphone. It is intended to be “something that leads the product into a new era.”
The design team has reimagined the Apple Watch lineup. Among the discussions are a watch without a display and models with various screen types and additional sizes. The team even considered a round Apple Watch–though Gurman considers its implementation unlikely.
There are also expected to be new options below and above the current price range. Particularly high-end versions of the Apple Watch could be priced even higher than the Ultra and Hermès models. On the other hand, a more affordable model below the Watch SE is conceivable.
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Apple Under Pressure from Competition
While Apple remains a leader in the wearables market, competition is growing. Smart rings are becoming increasingly popular, and now, following Whoop, both Google and Garmin have launched display-less fitness bands.
According to Gurman, Apple “has not yet committed to a single direction but is determined to reinvent the product line in light of the growing competition.” Recently, Apple’s “Wearables, Home and Accessories” segment has grown significantly less than the product division overall.
The wearables are also expected to focus more on AI functions. According to Counterpoint Research, Apple is already responsible for nearly 90 percent of global sales of so-called edge-AI smartwatches. These are devices where artificial intelligence operates locally. For Apple Watches, this includes features like health tracking and Siri.
No Major Changes for Apple Watch 12
For this year’s models, Watch Series 12 and Watch Ultra 4, Apple has planned few changes despite its grand future plans. However, according to Gurman, the company might bring back the ceramic case. This option was last available with the Apple Watch 5 in 2019. Additionally, new colors and watch bands are also planned.
Also interesting: What new devices does Apple have in the works?
For the first time in two years, the two new models are expected to gain more power with the S11 chip. The current S10 was already used in the Apple Watch S10 from 2024. New health features are also on the horizon. The most likely new feature is an enhanced detection of high blood pressure with corresponding alerts.
Apple Watch Series 12 and Ultra 4 are set to be released next month alongside the iPhone 18 Pro, 18 Pro Max, and iPhone Ultra.