Bloomberg: Apple Watch 'Needs a Shake-Up' as Fitbit Air, Oura, and WHOOP Pressure Grows

Bloomberg's Mark Gurman has published a pointed analysis arguing that the Apple Watch is overdue for a strategic shake-up as the wearable health market evolves around it. The decade-old product faces mounting pressure from all sides: screenless trackers, smart rings, and AI-first health platforms.

The Competitive Pressure

• Fitbit Air at $99: Google's screenless tracker launched May 26 with Gemini AI health coaching — proving you don't need a $400 watch for continuous health monitoring
• Oura Ring 5 at $399: Launching May 28, the Ring 5 offers 50+ health metrics in a 4-gram package
• WHOOP 5.0: Still the gold standard for athletes who prioritize strain and recovery data over screens
• Garmin: Record Q1 2026 earnings show the sports watch market is thriving without Apple

Gurman's Key Points

The Apple Watch health platform hasn't delivered a marquee new sensor since blood oxygen in 2020. While FDA-cleared features like heart rhythm notifications remain best-in-class, competitors are moving faster on sleep analytics, recovery scoring, and AI-driven health coaching. Gurman suggests Apple needs to either push harder on clinical health features or acknowledge the Watch as a general-purpose device rather than a health-first product.

What This Means for Buyers

Despite the critique, the Apple Watch Series 11 at $259 remains the best all-around smartwatch for iPhone users. If health tracking is your primary goal, consider pairing a cheaper watch with an Oura Ring ($349) for the best of both worlds. watchOS 27 arrives at WWDC on June 8 — and free software updates may address some of Gurman's concerns. Compare all options in our smartwatch guide.