Apple Testing Radical Apple Watch Redesigns: Round Screens, Screenless Fitness Bands, and Ceramic Cases

MacRumors reports that Apple{"'"}s industrial design team is exploring the most significant expansion of the Watch lineup since its 2015 debut. Multiple new form factors are being tested internally — though none are confirmed for the September 2026 launch.

What{"'"}s Being Tested

• Round screens: A circular Apple Watch — the form factor Google{"'"}s Pixel Watch and Samsung{"'"}s Galaxy Watch have used for years. Apple has resisted round designs since day one, making this a significant philosophical shift
• Screenless fitness band: A Watch-branded tracker without a display, competing directly with Fitbit Air ($99) and Garmin Cirqa ($199)
• Ceramic cases: Apple offered ceramic Apple Watch editions from 2016–2019 before discontinuing the material. A return would add a premium tier between aluminum and titanium
• New sizes and shapes: Additional screen sizes and aspect ratios beyond the current 41mm/45mm (Series) and 49mm (Ultra) options
• Premium models: New high-end variants beyond Ultra and Hermès, plus more affordable options beyond SE

What This Signals

The experiments align with Bloomberg{"'"}s earlier reporting that the Apple Watch needs a strategic shake-up. Screenless trackers like Fitbit Air and smart rings like Oura Ring 5 ($399) are eroding the Watch{"'"}s health-tracking moat, while competitors have demonstrated strong demand for circular designs.

What{"'"}s NOT Changing in September

The Apple Watch Series 12 and Ultra 4 arriving in September are expected to maintain the existing rectangular design with incremental upgrades: new chip, band-based health sensors, improved battery life, and potentially blood pressure trend tracking. The radical redesigns reported here are for 2027 and beyond.

What to Do Now

Don{"'"}t wait for a round Apple Watch — it{"'"}s at least a year away, if it ships at all. If you want the current best, the Apple Watch Series 11 at $300 is a strong buy, and the Series 12 arrives in September for those who can wait a month. If a round watch matters to you today, the Pixel Watch 5 at $399 ships August 20. Browse all smartwatches.