Apple is considering a huge overhaul of its Apple Watch strategy as it looks to adapt to shifting market trends and rising competition from smart rings and screenless fitness bands, according to Bloomberg’s Mark Gurman. These early ideas include screenless wearables, alternative display types, and several new display sizes. Engineers have even experimented with round smartwatch screens, although a circular Apple Watch remains unlikely to reach production. Apple is also said to be considering new price tiers, such as super-premium models above the current Apple Watch Ultra and Hermès versions, while also looking into cheaper options below the Apple Watch SE. The next Apple Watch Series 12 and Ultra 4 will get performance boosts, new health features, and new colour and band options, essentially tick-tock refreshes according to Gurman.