May 26, 2026 - Trends

Apple Faces a New Wearables Landscape

Course-correct.

Apple watch series 11

Apple

Apple’s health strategy needs a reset.

The latest: The tech giant is losing momentum as the category it helped create shifts from activity tracking to predictive health, per Bloomberg.

Insight gap. Despite Apple Watch generating an estimated $100B in lifetime sales, Oura and WHOOP reshaped consumer expectations with real-time guidance, predictive insights, and ambient health tracking — promises Apple’s Health app hasn’t delivered in full.

Catch-up. At the same time, stalled initiatives and regulatory caution are slowing progress. Apple recently scaled back its AI health coaching initiative, Project Mulberry, while its glucose tracking effort has yet to materialize.

New era. With Tim Cook stepping down, key health executives departing, and internal restructuring underway, Apple enters a critical transition period as DIY healthcare and AI-native wellness converge.

Staying competitive, Apple could launch a smart ring or screenless wearable, but the real challenge is building a Personal Health OS consumers trust for guidance, prevention, and behavior change.

Looking ahead: Apple helped make health tracking mainstream. Now, it must prove it can lead the shift from connected devices to predictive, always-on health advisor.

Joe Vennare

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