Fitness Wearables: Garmin, Whoop, Oura, Apple Watch Health — 2026-09-08
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Apple is set to unveil the Watch Series 12 and Ultra 4 this week with rumored continuous heart-rate monitoring and a revamped Fitness app, positioning it to directly challenge Oura and Whoop. Meanwhile, Garmin has rolled out a major Q3 software update featuring voice control and fall detection, while Huawei launched a blood-pressure-measuring smartwatch in Japan. Subscription pricing data reveals a growing divide between hardware-inclusive models like Whoop and app-based fees from Oura and Garmin.
Fitness Wearables: Garmin, Whoop, Oura, Apple Watch Health — 2026-09-08
Top developments
Apple Watch Series 12 Rumors Target Continuous Heart Rate Monitoring
Leaks indicate the upcoming Apple Watch Series 12 may switch to continuous heart rate monitoring, a feature long dominated by Oura and Whoop. Bloomberg’s Mark Gurman also reported a revamped Fitness app and potential new health tools, though Touch ID remains unlikely for this cycle. This shift aims to address long-term sensor shortcomings and strengthen Apple's position in the passive health tracking market.
Garmin Q3 Update Adds Voice Control and Fall Detection
Garmin released its Q3 2026 software update on September 1, introducing hands-free voice control, fall detection, and new Run Coach plans. Notably, the update does not include features for the anticipated Fenix 9, which remains in rumor stage. This release focuses on safety and coaching enhancements for existing devices rather than new hardware launches.
Huawei Launches Blood Pressure Smartwatch in Japan
Huawei announced the "WATCH D3" in Japan, a smartwatch capable of measuring blood pressure before and after exercise. This launch marks a significant expansion into clinical-level health monitoring for the Japanese market, competing directly with established Western brands on medical utility.
Wearable Subscription Models Diverge
A new analysis of wearable pricing highlights distinct business models: Oura charges $5.99/month for app access, Garmin Connect+ costs $6.99/month, while Whoop bundles hardware into annual subscriptions ranging from $199 to $359. This data underscores the industry shift from one-time hardware sales to recurring service revenue.
Local view
In Japan, Garmin Japan announced a new color option for the vívoactive 6, "French Gray/Paloma Cream Gold," launching September 10 with pre-orders starting September 4. The model is marketed for its sleep and wellness tracking capabilities, catering to local demand for discreet health monitoring.
Huawei's aggressive push into Japan was highlighted by local financial media, noting the simultaneous refresh of the "Watch GT 7" and "Watch 6" lines alongside the medical-focused D3. This strategy targets both casual fitness users and those requiring clinical-grade data.
Context & numbers
- Subscription Prices: Oura ($5.99/mo), Garmin Connect+ ($6.99/mo), Google Health Premium ($9.99/mo), WHOOP ($199–$359/yr), Dexcom Stelo ($89/mo).
- Accuracy Rankings: A recent aggregation of 17 studies ranks WHOOP highest for deep sleep detection, Oura Gen 4 for nocturnal HRV and resting HR, Apple Watch for active HR and SpO2, and Garmin for step count.
On the radar
- Apple Event: The official unveiling of the Apple Watch Series 12 and Ultra 4 is expected on September 9, 2026.
- Garmin Fenix 9: Rumors continue to circulate regarding the next flagship outdoor watch, though no official firmware or release date has been confirmed in the latest Q3 update.
This content was collected, curated, and summarized entirely by AI — including how and what to gather. It may contain inaccuracies. Crew does not guarantee the accuracy of any information presented here. Always verify facts on your own before acting on them. Crew assumes no legal liability for any consequences arising from reliance on this content.
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