Apple is reportedly working on a built-in camera for the Apple Watch, aiming to enhance its artificial intelligence (AI) capabilities, according to a report by Bloomberg’s Mark Gurman.
The tech giant is said to be targeting a 2027 release for the smartwatch, which could mark a significant shift in wearable technology.
Gurman’s latest report suggests that Apple is actively exploring different camera placements for both its standard Apple Watch Series models and the rugged Ultra line.
For the standard model, the camera may be embedded within the display, similar to the front-facing camera found on iPhones. Meanwhile, for the Ultra variant, Apple is reportedly testing a design that places the camera near the digital crown and side button, a location that offers more space and could enable easier object scanning.
The integration of a camera aligns with Apple’s broader push into AI-driven features. Last October, the company introduced Apple Intelligence with iOS 18.1, bringing tools such as Visual Intelligence, which uses cameras to recognize objects and landmarks in real-time. A camera-equipped Apple Watch would allow users to interact with their surroundings more effectively, potentially enhancing features such as object identification and augmented reality assistance.
While Apple has yet to confirm these developments, rumours of an Apple Watch with a built-in camera are not new. Speculation first emerged in 2015, when reports suggested Apple was working on a second-generation Watch with a FaceTime camera integrated into the top bezel. At the time, AI capabilities on devices were still limited, and the camera was believed to be intended for video calls.
Apple’s AI expansion beyond watch
Apple’s focus on AI integration is not limited to its smartwatches. The company is also developing next-generation AirPods equipped with infrared cameras, with a potential launch in 2026. These sensors are expected to enable features such as hand gesture recognition and environmental awareness, particularly in conjunction with Apple’s Vision Pro headset.
The move underscores Apple’s strategy to develop its in-house AI tools and reduce dependency on external services such as OpenAI’s ChatGPT and Google’s AI models. The company reportedly sees its Visual Intelligence platform as a central feature in its upcoming product lineup, spanning Apple Watches, AirPods, and other devices.
However, much of Apple’s AI roadmap hinges on internal restructuring within its AI division, following a recent leadership shake-up. If development remains on schedule, both the Apple Watch with a built-in camera and AI-powered AirPods are expected to hit the market by 2027.
