Apple is considering a sweeping redesign of its Apple Watch product line.

NineToFiveMac reported on Aug. 9 that Apple is reviewing multiple wearable formats, from watch-style products with round displays to screenless fitness accessories.

The review comes as Apple Watch faces intensifying competition from screenless smart fitness devices such as the Oura Ring. Apple is said to be examining overhaul options that would rebuild the basic concept of the Apple Watch from the ground up. Apple Watches released so far have all kept a similar basic design framework, meaning any move to commercialise such changes could be significant.

A specific direction has not been decided yet. The plan is not final, and Apple is said to be at a stage of reviewing all types of shapes and sizes. Candidates are said to include a watch-style product with a round screen as well as a fitness accessory with no screen at all. Given that essentially the same design concept has continued through the Apple Watch's history, such changes could be an attempt to reset the benchmark for the product line itself.

Hardware changes could also tie into a software overhaul. Apple is also reviewing ways to strengthen its Health app with a greater focus on artificial intelligence. If new wearable form factors and a revamp of health features move ahead at the same time, the role of the Apple Watch could expand from a simple smartwatch to broader health management devices.

Apple also appears to be adjusting its pricing strategy. Apple is weighing both lower-cost and higher-end possibilities. It is reviewing both a more expensive premium model and a more accessible entry-level model. This is seen as a move to broaden its customer base beyond the existing Apple Watch strategy that stayed within a single design and price axis.

A launch is expected to take time. At this point, nothing appears close to release, and Apple is said to have yet to decide specifically what it will choose. New products reflecting radical change are likely to take years to reach the market.

This fall, Apple is expected to make incremental updates rather than a sweeping overhaul. Apple is expected to release new models including Apple Watch Series 12 and Ultra 4. The new models are expected to feature a new central processing unit, some new colours and improved fitness functions.

The products are likely to be unveiled at the company's usual annual September event. The same event is also said to possibly include the iPhone 18 Pro and the first foldable iPhone. With a fundamental Apple Watch overhaul still far off, near-term changes are expected to focus on performance improvements and feature upgrades to the existing lineup, while longer-term efforts are expected to continue toward redefining wearable form factors.