Apple explores round-screen Apple Watch designs

Apple is exploring round screens and more radical designs for the next generation of its Apple Watch, according to Bloomberg’s Mark Gurman. The shift marks one of the biggest redesigns in the wearable’s history as Apple faces growing pressure from competitors like the Oura Ring and other screenless smart fitness devices. The company is reportedly going back to the drawing board, rethinking the entire concept of the Apple Watch to stay ahead in a crowded market.

The move comes as Apple’s dominance in the smartwatch space is being challenged by sleeker, minimalist alternatives. The Oura Ring, for example, focuses on health tracking without a screen, appealing to users who prioritize simplicity and comfort. Meanwhile, traditional rivals like Samsung and Garmin continue to refine their own designs, pushing Apple to innovate beyond its current rectangular form factor. Apple’s last major redesign was in 2020 with the Series 6, which introduced blood oxygen monitoring but kept the same basic look.

Insiders suggest Apple is considering multiple radical changes, including rounded edges and even a circular display. The company is also reportedly testing new materials to make the device lighter and more comfortable for all-day wear. Analysts say Apple’s goal is to make the Apple Watch feel less like a tiny iPhone on your wrist and more like a seamless extension of the user’s lifestyle. This could involve integrating health sensors more discreetly or even rethinking the digital crown’s role.

If Apple pulls off this redesign, it could redefine the smartwatch market once again. The company has a history of setting trends rather than following them, and a radical new look might help it fend off competitors while attracting new users. But with any major redesign comes risk—Apple will need to balance innovation with familiarity to keep its loyal customer base engaged. The first hints of this new direction could arrive as early as next year, when Apple typically unveils its latest devices.