Ceramic's back, no screen ahead: Apple's big Apple Watch plans revealed
Apple is planning its most ambitious Apple Watch expansion in years, going well beyond the processor refresh expected this September. Bloomberg Power On (Gurman, Aug 9 2026) reports the company is weighing a return to ceramic-cased watches, a screenless fitness tracker, and entirely new price tiers above and below the current lineup.
September first
The immediate news is straightforward: Series 12 and Ultra 4 arrive this fall with Apple's new T8320 chip, better suited to running on-device Siri AI features. Health tracking gets incremental improvements, but neither model brings a major design overhaul. If you already own a Series 10 or Ultra 2, there's little urgency to upgrade.
The bigger story
The more interesting moves are further out. Apple last sold a ceramic Apple Watch with the Series 5 in 2019, priced at $1,299. Per 9to5Mac ceramic deep dive, a new ceramic model could arrive in 2026 or 2027 — the timing isn't locked down. Ceramic is harder to scratch than stainless steel and has a distinctive gloss that appeals to buyers who want something between a sport watch and a luxury piece. Expect it to land at a premium, likely above the titanium Ultra at $799.
Apple is also taking the screenless fitness band segment seriously. Whoop has carved out a loyal following in the US — particularly among athletes — with its subscription-based, display-free tracker. Fitbit Air is pushing into the same space. Gurman says Apple is actively exploring a device to compete directly, though no launch date has been set. Apple's pitch would need to lean on health credibility, something Whoop has spent years building with FDA-cleared metrics.
What's further ahead
Beyond these, Apple is rethinking the Watch lineup more broadly. New premium models above the Ultra and Hermès line are planned, along with budget options cheaper than the Watch SE. A round display and different screen types are under consideration, but a radical redesign isn't expected before 2027–2028 at the earliest, per MacRumors rethink.
For now, watch for the September event. Series 12 pricing should stay close to the current $399–$429 range for the standard model, with Ultra 4 expected around $799. The ceramic and screenless plans are real, but neither is imminent.
