Apple Explores Major Apple Watch Overhaul as New Designs and Ceramic Return Gain Attention
As it prepares with the next generation of its wearable products, Apple is considering a bigger overhaul of its Apple Watch strategy. The company’s design team is reportedly looking at various options, including different screen shapes, new sizes, premium models and even devices with no display. The exploration is a sign that Apple wants to move beyond its familiar rectangular Apple Watch design and create a wider variety of wrist-worn products.
The reported experimentation comes as Apple seeks to make its wearables more focused on artificial intelligence and health tracking. The company is working on a more AI-centric approach to its products, while improvements to health features could make wearable devices a more central part of Apple’s larger ecosystem.
But the changes being considered are not expected to be immediate. The Apple Watch Series 12 and Apple Watch Ultra 4 are still expected to be relatively minor upgrades this year, with larger design changes possibly arriving later. Apple is said to be exploring a number of concepts, rather than working on a confirmed replacement design.
Apple Plays with Round Screens, New Wearables Concepts
One of the more notable ideas Apple is reportedly considering is a round Apple Watch display. The company has traditionally had a rectangular display with rounded corners, but internal design exploration has included the possibility of a round display. This is still a concept and not confirmed as a commercial product coming down the pipe.
Moving to a round display would be a major departure from the established look of the Apple Watch. Digital Trends previously speculated on a more traditional watch-shaped design, pointing out that Apple’s rectangular format offers practical advantages for displaying text, notifications and other information. Alternatively, a circular screen would give the device a more traditional watch appearance, but would force changes to the layout of information on the display.
Apple is also reported to be looking at other display concepts. The exploration of its design includes various screen formats and sizes, and a screen-free wearable has been mentioned as a potential future direction. This device would be more along the lines of health and fitness tracking rather than just being a mini smartphone on your wrist.
Broader experimentation signal Apple isn’t confining its wearables strategy to incremental changes. The company seems to be experimenting to see if alternative form factors might attract consumers who want simpler fitness trackers, more specialised health devices or premium smartwatches. But there is no indication Apple has settled on any of these ideas for production. The ideas being reported are part of a longer-term exploration, so some might eventually be scrapped, and others might become future products.
Apple Watch Series 12 Could Bring Back Ceramic
In addition to the longer-term design experiments, Apple could revive one of the more unique Apple Watch materials. Apple might bring back a ceramic case option as soon as this year, according to Bloomberg’s Mark Gurman. Or it might not be until 2027. As per MacRumors, the material could be back with the Apple Watch Series 12.
Ceramic has an interesting history in Apple’s wearable line. Apple launched the Series 2 with a ceramic Apple Watch Edition in 2016. Later, the company launched more ceramic editions including a grey finish with Series 3, and a white with Series 5 in 2019. Apple dropped the material with the arrival of the Series 6 in 2020, leaving ceramic out of the lineup for several years.
It was marketed as a premium alternative to traditional metal cases. The unique look helped to differentiate the Edition models from standard Apple Watch versions, and Apple has previously described its ceramic finish as highly durable. That means ceramic could be another premium option for Apple, without a complete re-design of the watch.
The potential return comes amid reports Apple is considering more premium models beyond its existing Ultra and Hermès lines. The company could also offer customers a higher-end ceramic configuration, expanding the range of materials and price points. But for 2026, the emphasis is likely to stay on incremental changes rather than a dramatic redesign. Series 12 and Ultra 4 are rumoured to be coming with performance improvements, new colours and bands and health and fitness upgrades.
Series 12 to Look at Performance Gains and Health Gains
The Apple Watch Series 12 and Apple Watch Ultra 4 are reportedly scheduled to launch alongside Apple’s next major iPhone lineup in September. Current reports suggest that the 2026 watches will not see the radical changes Apple is exploring for the future but will continue the existing overall design.
One of the more significant changes could be inside the devices. The next models are expected to get a significant performance boost, according to MacRumors, after two generations have used the S10 chip. A new chip would give Apple the opportunity to ramp up processing power and cater to ever more demanding software and health features.
Apple is also likely to announce new colour and band choices, as well as more health and fitness features. Such changes would allow the company to update its product line without changing the familiar hardware design. The strategy would mirror the recent rollout of the Apple Watch. Apple has stuck with the core rectangular shape for years, slowly improving display technology, processing power, sensors and health functions. Reports also suggested earlier in 2026 that no major redesign was expected for this year’s models.
That’s why the difference between the 2026 lineup and Apple’s longer-term plans is so important. Series 12 and Ultra 4 appear to be evolutionary products, with the more ambitious concepts reserved for a later generation.” Apple's approach could allow it to test new technologies in-house before making a major change to the product’s physical identity. That would lower the risk of losing a winning design and give the company time to see which new ideas actually have consumer demand.
Apple’s Wearable Strategy Aims at AI and Wider Health Tracking
Apple’s alleged dabbling comes as the market for wearables is changing. Traditional smartwatches are struggling to compete with simpler health and fitness devices, as companies like Oura and Whoop build products focused on continuous health tracking without trying to replicate all the functionality of a smartphone.
It seems Apple is eager to respond to this shift, by making its wearable strategy more health- and artificial intelligence-focused. The company is reportedly testing devices with varying levels of functionality, including a screen-free device that could focus on health tracking and other background features.
Artificial intelligence could play a growing role in this strategy. Apple wants to bring more powerful AI capabilities to its ecosystem, and wearables may provide a convenient platform for health analysis, personalised feedback and hands-free interaction. The company’s broader health ambitions also hint that future Apple Watch models could be integrated more deeply into its Health ecosystem.
The trick will be to hit the right balance between innovation and familiarity that has made the Apple Watch a success. A round display would make the device resemble a traditional watch more, while a screenless wearable would push it the other way by reducing its reliance on a visible interface. For the moment it seems Apple is keeping its options open. Series 12 and Ultra 4 should offer incremental improvements, with more radical ideas still in the pipeline.
If Apple eventually transitions to a new form factor, say a ceramic case or a screen-free product, the move could be the start of a wider transformation in its wearables business. But for 2026, the company seems to be playing a more conservative game, doing the technology groundwork and the design groundwork for what’s next.
