When Apple released the first Apple Watch in 2015, the company chose to go with a square display, and each subsequent Apple Watch has stuck to that design decision. However, a new rumor suggests that Apple is considering new ideas for the future of the Apple Watch that includes various types of screens and sizes.
According to a recent report from Bloomberg's Mark Gurman, Apple's industrial design team has been exploring a broader rethink of its smartwatches over the past year or so and the company is "evaluating several different directions."
The reason for the step change is that Apple is looking to adapt to the release of screenless fitness trackers from the likes of Whoop and smart rings like the Oura Ring. Apple is said to be taking the industry shift to cheaper, lighter wearables seriously, and as part of that rethink, the company has even considered a round screen for Apple Watch – though it's unclear if such a design would hit the market anytime soon, if at all.
Circular smartwatches are not new – Google's Pixel Watch is a good example – and a round display is a more traditional watch design that could be more appealing to some users. Whether or not the change would be enough to attract new users to Apple's ecosystem is another question.
Gurman says it is more likely that Apple will add premium models beyond its Ultra and Hermès variants, as well as more affordable options beyond the current SE model.
Looking at the more immediate future, Apple is said to be launching a ceramic Apple Watch either this year or next. Meanwhile, upcoming new models will also be offered in new colours and bands, with a series of new health and fitness-related upgrades also in the offing.
Apple is expected to reveal new Apple Watch Series 12 and Ultra 4 models at its "Surprise and Shine" event, which takes place on Wednesday, September 9. During the event, Apple will also debut new iPhone 18 Pro models and its first foldable iPhone. We'll have full coverage of the event here at MacRumors.
