Apple is expected to release the Apple Watch Series 12 later this year, continuing its trend of familiar design and modest upgrades. The next model will probably look much like the Series 11 released last year, maintaining a multi-year streak of similar designs. This consistency reflects Apple’s confidence in its current formula rather than a lack of innovation.
The last significant update to the Apple Watch’s physical design came with the Series 10, which introduced slimmer casing and two new size options: 42mm and 46mm. Since then, Apple has maintained this style through three consecutive generations. Rumors anticipating a major redesign for the tenth anniversary in 2025 have been dispelled, leaving fans waiting for a truly new shape or form factor.
This stable design strategy isn’t unique to Apple. Competitors like Google’s Pixel Watch 4 and Samsung’s Galaxy Watch 8 have also largely retained their predecessors’ appearance. While Apple has pivoted with the rugged Apple Watch Ultra, Samsung has launched both Galaxy Watch Ultra and Galaxy Watch Classic lines, showing how brand diversification can substitute for major redesigns.
Despite whispers that Apple could eventually overhaul the smartwatch’s look, any such changes are unlikely until at least 2028. When changes do arrive, analysts suspect they will be more cosmetic than transformative, as the fundamental rectangular design remains practical for the Apple Watch’s interface and sensor placement. Shifting to a circular design would be a radical departure that doesn’t align with Apple’s current priorities.
Ultimately, Apple favors incremental improvements in software and internal components over frequent cosmetic resets. This approach might seem dull, but it meets customer expectations for reliability and consistently high performance. Reinventing the smartwatch design every year isn’t necessary when the existing formula consistently meets user needs.