If I were an executive at Fitbit or Jawbone, I’d be nervous right now: Apple is reportedly developing an “iWatch” that would have all the capabilities of current fitness trackers, and likely more.
Tech blog 9TO5Mac reports that Apple has assembled a team to design a “fitness-oriented, sensor-laden wearable computer” that would likely compete with market leaders like the Nike FuelBand and the Jawbone UP.
“I wear [a FuelBand],” Cook said. “I think Nike did a great job with this.”
But Apple’s head went on to add that while the FuelBand is good for one thing—fitness tracking—competing products that try to integrate additional features leave a lot to be desired.
Expert Apple watchers are predicting a 2014 release date for the as yet unnamed device.
Given Apple’s brand cachet and knack for building products with broad mainstream appeal, an iWatch could have the potential to be a game changer in the growing, but niche fitness band market.