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Simpli.fi Appoints Cali Tran as New CEO to Lead Next Phase of Growth

Fort Worth advertising technology company Simpli.fi announced Wednesday the appointment of Cali Tran as its new CEO, effective June 16. Founder and current CEO Frost Prioleau will transition to executive chairman as part of a “well-planned succession process,” the company said. Prioleau has led Simpli.fi’s growth over the past 15 years, building the company into […]

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Fort Worth advertising technology company Simpli.fi announced Wednesday the appointment of Cali Tran as its new CEO, effective June 16.

Founder and current CEO Frost Prioleau will transition to executive chairman as part of a “well-planned succession process,” the company said.

Prioleau has led Simpli.fi’s growth over the past 15 years, building the company into what it describes as an “Advertising Success Platform” that provides programmatic advertising and workflow software to agencies, brands, and media companies.

The company has positioned itself as a catalyst for helping small and medium-sized businesses achieve advertising success on par with larger corporations through its technology solutions.

“Over the past several months, I have been working closely with the board on succession planning to ensure a seamless transition and continued success for Simpli.fi, our employees, clients, and investors,” Prioleau said in a press release. “I believe Cali’s unique experience in scaling businesses and driving transformative growth is a perfect fit for leading Simpli.fi into its next chapter.”

Tran brings extensive experience in media, advertising and digital marketing. He most recently served as CEO of Cision and has held senior leadership positions at Valassis and Centerfield. At Valassis, he led the transformation of the $2 billion marketing services company, driving five times digital revenue expansion while improving gross margins through business operations modernization, according to the press release.

Earlier in his career, Tran worked as a venture investor at North Bridge Venture Partners and was an early team member at Ancestry. He holds an AB in History from Bowdoin College in Maine and an MBA from Harvard Business School.

“I am incredibly excited to join Simpli.fi, a world-class advertising technology company that is truly democratizing advertising,” Tran said. “Having witnessed the impact of Simpli.fi’s innovative solutions in the local advertising space, I am deeply impressed by the company’s culture of innovation, spirit of collaboration, and strong employee commitment.”





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Apple’s New AI Model Uses Behavioural Data To Predict Health Outcomes More Accurately: Study Reveals

Apple, together with USC, has created an AI model that changes the narrative on how we analyse health data from wearables. The study proposes a new model called the Wearable Behaviour Model (WBM)—an AI framework that evaluates an individual’s health through behavioural data such as sleep, movement, and activity. Rather than focusing on effort-intensive and […]

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Apple, together with USC, has created an AI model that changes the narrative on how we analyse health data from wearables. The study proposes a new model called the Wearable Behaviour Model (WBM)—an AI framework that evaluates an individual’s health through behavioural data such as sleep, movement, and activity. Rather than focusing on effort-intensive and often inaccurate raw data like blood oxygen levels or heart rate, WBM prioritises human behaviour and lifestyle patterns. Initial results indicate that this approach can improve the significance of health-related insights, transforming intervention design and enabling tailored health monitoring.  

Let’s look into what the model analysis revealed, how the model functions, and its anticipated impact on wearable technology and predictive health analytics.  

Why WBM Uses Behaviour Data to Assess Everything  

Most health monitoring today relies on sensor-driven metrics: heart rate, oxygen saturation, temperature, etc. While useful, these metrics do not provide information on the person being monitored and their unique situation. These metrics often provide inaccurate information as they are based on one-off noise.

The latest research, “Beyond Sensor Data: Foundation Models of Behavioural Data from Wearables Improve Health Predictions,” proposes that behavioural information such as sleep duration, step count, and weekly activity patterns may correlate better with health outcomes.

ALSO READ: OpenAI Delays Launch of Open-Weight AI Model Citing Safety Concerns

What Is the Wearable Behaviour Model (WBM)?

WBM is an artificial intelligence model that has been developed based on the behavioral data of over 162,000 users It is powered by the Apple Heart and Movement Study (AHMS), which contributed over 2.5 billion hours of wearable data.

Core behavioural metrics employed include:

  • Duration of sleep and REM cycles
  • Step counts over a day
  • Changes in gait and motion
  • Weekly activity trends
  • Indicators related to heart and mobility functions

In total, 27 behavioural metrics were integrated into four clusters: activity, cardiovascular health, sleep, and mobility.

Testing and Training the AI Model

Researchers evaluated the WBM model on 57 specific health-related tasks, which involved and were not limited to:

  • Identifying long-standing conditions such as diabetes or heart disease.
  • Tracking short-term health improvements, such as post-infection or injury rehabilitation.

Key Results:

Model

Outperformed Baseline In

WBM (Behavioural)

39 out of 47 outcomes

PPG (Sensor Data)

Comparable in select areas

WBM + PPG Combined

Highest prediction accuracy

Although WBM did not exceed the performance of the sensor-only model in every single case, the overall accuracy of health predictions was enhanced when traditional PPG sensor data was incorporated alongside WBM.

Why Behaviour Data Is Important

Behavioural data is relatively more straightforward, more stable over time, less subject to extraneous variability, and more reliable compared to technical noise. Unlike raw sensor outputs, behavioural signals are influenced by lifestyles and contexts, which makes them important for identifying both chronic and acute health changes.

The researchers believe that the model provides:

  • More relevant feedback for health providers
  • Less chance of errors associated with device use
  • Health measurements better reflect actual physical conditions.

Challenges and Their Scope

Even with these notable findings, the research does take into account a few limitations:

Narrow range of population: Data was solely reliant on U.S.-based Apple Watch users and does not account for global lower-income demographics.

Accessibility issues: Premium-grade wearables are a necessity for precise tracking, making it difficult to serve underserved communities.  

Preprint status: The research has been published on arXiv, but it has not been subject to peer review.

Conclusions

The introduction of Apple’s AI model shifts the paradigm of health tracking. The Wearable Behaviour Model examines our daily routines and paves the way for tailored, proactive healthcare. The research underlines the notion that behavioural data may not just be an ancillary result of fitness tracking; in fact, it could serve as one of the most dependable predictors of sustained health. Coupled with conventional sensor data, this strategy could underpin tomorrow’s intelligent health monitoring systems.



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Companies rush to apply for Louisiana’s Quality Jobs before it sunsets

Nolan McKendry | The Center Square (The Center Square) − Nearly 100 companies submitted last-minute applications to Louisiana’s Quality Jobs tax incentive program in the final week before it sunset on June 30, records show — a rush that collectively represented over $52 billion in estimated investments and more than $8 billion in projected total […]

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Nolan McKendry | The Center Square

(The Center Square) − Nearly 100 companies submitted last-minute applications to Louisiana’s Quality Jobs tax incentive program in the final week before it sunset on June 30, records show — a rush that collectively represented over $52 billion in estimated investments and more than $8 billion in projected total payroll.

The now-defunct program, which offered payroll rebates to companies creating new jobs in Louisiana, attracted high-profile applicants such as Meta, Hyundai, ExxonMobil, Shell, The Dow Chemical Company, Air Products and Woodland Biofuels. In total, these applications promised:

 

In an interview, LED Secretary Susan Bourgeois explained the broader context behind the sunset of Quality Jobs, noting that the program had not been meaningfully updated in two decades. Over time, it began to blur with capital investment incentives, causing confusion and reducing the effectiveness of both tools.

“We took our capital expednitures program and added jobs to it. We took our jobs program and added capital expenditures to it,” Bourgeois told The Center Square. “It really confused both the purpose of and, in my opinion, the efficacy of both of those standalone programs.”

The last minute rush of applications for Quality Jobs spanned every corner of the state — from Richland Parish to West Baton Rouge — with concentrations in the Capital and Southeast regions. Major industrial and energy ventures dominated the list, including hydrogen and ammonia facilities, data centers, and advanced biofuels production.

The High Impact Jobs Program replaced Quality Jobs on July 1. The new program is more narrowly tailored to encourage higher-wage job creation, especially among smaller businesses.

The program “incentivizes companies to create new jobs that pay well above the average income of each parish,” LED said. “This is an aggressive approach that enables our mission to increase wages, and it benefits existing Louisiana companies – small, mid-size and large – exactly the same as recruited companies.”

Bourgeois emphasized that wage growth is now a cornerstone of the department’s strategic plan, which she said had been lacking for decades.

“If at the end of the day Louisiana citizens aren’t enjoying the ability to have ever-growing wages to support themselves and their family, then are we really effective?” Bourgeois said.

Louisiana workers have seen only modest wage growth over the past decade, and the state’s income rankings remain stuck in the bottom half of the country, according to recent data from the Bureau of Economic Analysis.

Between 2012 and 2023, Louisiana’s median personal income rose from $69,323 to $97,834 in nominal dollars — an increase of about 41%. But when adjusted for inflation, median income climbed just 16%, from $78,954 to $91,908.

The state’s average personal income grew from $107,051 to $146,374 in nominal terms, but inflation-adjusted gains were smaller — from $121,924 to $137,507, up only 13%.

Despite these increases, Louisiana fell in national rankings:

  • Median personal income: 43rd in 2023, down from 33rd in 2012

  • Mean personal income: 42nd in 2023, down from 34th in 2012

Disposable income figures tell a similar story. Median disposable income rose nominally from $66,659 to $98,444 between 2012 and 2023, but adjusted for inflation, the increase was only 13%, from $78,520 to $88,723. Louisiana’s ranking in this category hovered between 30th and 42nd over the decade.

The state’s mean disposable personal income, after inflation, rose modestly from $111,227 to $125,313.

While some companies may ultimately opt into the High Impact Jobs program, Bourgeois suggested that many submitted final Quality Jobs applications due to familiarity with its predictable structure.

“Virtually every company listed has used the incentive in the past, is very familiar with it, and has probably planned projects based on that economic formula,” Bourgeois said.

Under the new program, the state has capped annual costs at $125 million — a significant shift from the uncapped Quality Jobs program, which created long-term budget obligations.

Bourgeois described the cap as a move toward fiscal responsibility, noting that companies can apply under both programs but must ultimately choose one.

“They absolutely have that right,” she said. “They can’t ultimately use both, but they can apply for both.”





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Our favorite 100+ Prime Day deals still live right now

Tharon Green/ZDNET When does Prime Day end? This year, Amazon Prime Day ends on Friday, July 11, at 11:59 p.m. PT.  When is Amazon Prime Day?  Amazon Prime Day runs from Tuesday, July 8, to Friday, July 11, 2025. The annual two-day sale was extended to four days in 2025.  How long will Prime Day […]

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Tharon Green/ZDNET

When does Prime Day end?

This year, Amazon Prime Day ends on Friday, July 11, at 11:59 p.m. PT. 

When is Amazon Prime Day? 

Amazon Prime Day runs from Tuesday, July 8, to Friday, July 11, 2025. The annual two-day sale was extended to four days in 2025. 

How long will Prime Day last? 

Amazon Prime Day will last four days, running from July 8-11, 2025. That’s two days longer than the years prior. 

Where will Prime Day take place?

Amazon announced that its July Prime Day event will return in over 20 countries, including Ireland for the first time. Prime Day 2025 will return to the following countries this year: Australia, Austria, Belgium, Brazil, Canada, Egypt, France, Germany, India, Italy, Japan, Luxembourg, Mexico, the Netherlands, Poland, Portugal, Saudi Arabia, Singapore, Spain, Sweden, Turkey, the United Arab Emirates, the US, and the UK.Do I have to be a Prime member to shop Prime Day? 

Do I have to be a Prime member to shop Amazon Prime Day? 

Yes, you will need to be a Prime member to shop this sale event. If you’re not a Prime member yet, you can join before Prime Day to receive member benefits like free shipping, entertainment, exclusive savings, and more. You can also use a free trial to shop the sale without paying as long as you cancel it within 30 days.

Are other retailers participating in Prime Day? 

Yes. After a decade of Prime Day sales, other retailers have caught on. Multiple retailers will offer savings that overlap with, precede, or follow Amazon Prime Day. This year, I already saw concurrent sales again from other major competitors like Target, Walmart, and Best Buy during Amazon’s Big Spring Sale. Expect many retailers to drop their prices to match Amazon’s when the time comes, and give customers like you a choice of where to buy from. We’ll cover all the best deals on top tech before, during, and after Amazon’s Prime Day event, including deals surfacing elsewhere.

Are there Prime Day deals to avoid? 

There will always be several retailers hiking up prices on their products to make the deal seem better. There are also certain products, like the AirPods Pro 2, which are usually discounted to a lower price than the original price, but go a bit cheaper during these deals events. The average person who isn’t tracking these deals wouldn’t know that — but we do. We’ll tell you when a deal is really worth its salt and when it’s full of bologna. 

How can I maximize Prime Day to save more? 

As a deals and shopping editor, I can recommend a few things to help you maximize Amazon’s sales. If you want to shop the sale, you’ll need to access a Prime account. In addition to free two-day shipping, membership is easy to set up and usually gives you access to exclusive offers on the site. Plus, you can use a free trial to shop for the best savings without spending a dime on a membership (in most cases, you’ll want to wait to activate a free trial until less than 30 days before Prime Day). 

If you end up starting a free trial (or already have Prime), ensure your payment options (like one-click settings and your default delivery address) are correct. This way, you can check out quickly if you need to during the sale. 

Also: 7 exciting AI features coming with Alexa+ (and what Amazon devices support it)

Other ways to prepare for spring savings include researching and planning potential purchases, listing want and need items, and setting a budget before sales. 

Will the Nintendo Switch 2 be on sale for Prime Day?

Considering the Nintendo Switch 2 was recently launched at the beginning of June, it is unlikely we’ll see the system on sale for Prime Day. It’s possible that the older Switch model and accessories may see some new discounts, but it’ll be an unexpected surprise to see the Switch 2 taking a price cut this close to its release, especially after Nintendo revealed that the Switch 2 sold over 3.5 million units worldwide in its first 4 days of sales. 

Also: I bought a Nintendo Switch 2 – it’s easy to see why it’s the fastest-selling gaming console ever

What are the best Prime Day deals still live?

ZDNET’s experts have been searching through Prime Day and other sales to find the best discounts by category. These are the best deals still live:

You can also find the best deals from other retailers competing with Prime Day sales:

More questions? Read our Prime Day guide to discover everything you need to know about Amazon’s July sale event. 





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Theo Health Raises £1.2M for Smart Shorts That Take Training to the Next Level

Can a pair of smart shorts help elite athletes train smarter and avoid injury? Theo Health thinks so and golfer Xander Schauffele is backing the vision Theo Health is at the forefront of a new category: smart activewear that tracks movement, delivers insights and helps prevent injury in elite athletes. The Glasgow-based sports tech startup […]

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Can a pair of smart shorts help elite athletes train smarter and avoid injury? Theo Health thinks so and golfer Xander Schauffele is backing the vision

Theo Health is at the forefront of a new category: smart activewear that tracks movement, delivers insights and helps prevent injury in elite athletes. The Glasgow-based sports tech startup has raised £1.2 million and brought on world No. 3 golfer Xander Schauffele as both investor and early product tester.

Schauffele, an Olympic gold medalist, is among the first “Alpha Athletes” trialing Theo’s flagship product, Theo Alpha Shorts, a pair of high-performance compression shorts embedded with inertial measurement units. The shorts link to a compact module that captures real-time data on reps, form and symmetry, insights that are typically limited to lab environments.

Behind the startup is founder and CEO Jodie Sinclair, a former soccer standout whose own athletic career was cut short by an ACL tear. The injury sidelined her for three years, ending her competitive career and ultimately inspiring the creation of Theo Health.

“There was no feedback during my recovery – I had no way of knowing if I was doing the right thing, or making it worse,” Sinclair said. “Theo is the system I wish I had when I was injured, one that makes recovery measurable, progress visible and elite performance possible again.”

Sinclair noted that Theo Health is also addressing the gender data gap in sports, where female athletes face a much higher risk of ACL injuries yet remain underrepresented in research.

“Theo is the first smart-clothing system truly built with female physiology in mind – without compromising on performance,” Sinclair said.

The startup had spent the past two years in stealth mode, focusing on IP protection, product development and team building.

“It’s great to now be back in the spotlight,” Sinclair added.

David Sundberg, Schauffele’s personal trainer, said he was impressed by the innovation and depth of data the system delivers.

“It all makes sense – I didn’t expect it to be this easy to understand,” he said. “These components help with form, others with strength, and others with speed. It’s simple for the athlete, but there’s so much information underneath.”

See Also

Personal trainer working out with client

Dr. Cordelia Carter, Theo Health’s medical advisor and an orthopedic sports surgeon, said the stakes for athletes couldn’t be higher.

“I have treated many young athletes whose careers have been irrevocably changed — or ended — by injuries like an ACL tear,” she said. “Offering a tool that empowers athletes to make data-based decisions regarding their training, performance and injury prevention strategies is a true game-changer. This is Theo’s mission.”

The startup is now gearing up for its Alpha launch, a controlled testing phase with a select group of elite athletes and coaches. Beta pilots with one of the top European football clubs are also in the pipeline, with a broader market debut expected by summer 2027.

“The Alpha Shorts are just the beginning,” Sinclair said. “We’re building a product line designed to deliver full-body analysis, support athlete longevity and unlock applications far beyond sport.”





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Amazfit Helio Strap Review: Budget Whoop band alternative

The Amazfit Helio Strap isn’t trying to be a high-powered training tool, but instead a comfortable, distraction-free fitness and health tracker that delivers solid wellness insights without the bloat of a screen or the burden of a subscription. If you’re after a low-maintenance wearable that quietly does its job and lets you focus on your […]

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The Amazfit Helio Strap isn’t trying to be a high-powered training tool, but instead a comfortable, distraction-free fitness and health tracker that delivers solid wellness insights without the bloat of a screen or the burden of a subscription. If you’re after a low-maintenance wearable that quietly does its job and lets you focus on your day, it’s a great value at $99.

I’m a screen fiend as much as the next shopper, but that doesn’t mean I can’t appreciate a distraction-free wearable. Amazfit’s Helio Strap is the latest minimalist fitness tracker designed for those who want passive, no-fuss monitoring. At just $99 with no subscription fees, it’s an attractive, budget-friendly option with a good amount to offer. After spending some time with it, I can say it’s not going to topple Whoop anytime soon, but it holds its own as a solid activity tracker that stays out of your way.

Screen-free and comfortable all-day wear

The side profile of the Amazfit Helio Strap reveals a thin build.

Kaitlyn Cimino / Android Authority

Amazfit’s new Helio Strap drops into the landscape with an unassuming build and a complete lack of display. The result is a noticeably lightweight design. At just 20 grams, it’s one of the lightest wearables I’ve worn.

The strap itself is adjustable with a velcro closure, officially listed as fitting wrist sizes from 145mm to 205mm. It’s very slightly big for my wrist, which is just shy of 145mm, so you’ll see in the photos how I have to pull the closure all the way up alongside the tracking device. This looks a little less refined than it would otherwise, and it tended to catch on things, but it’s still comfortable overall and stayed put throughout my review. If I’m being picky, I would have preferred the logo in a more subtle tone like gray or white, rather than the brand’s iconic orange.

Unlike Whoop, Amazfit doesn’t offer any alternative ways to wear the tracker secured in clothing, but the company’s site does tease an armband option coming soon. For now, the simple nylon strap wristband is comfortable for all-day wear. My only complaint is that, like all fabric bands, it takes a long time to dry out, which meant after a sweaty gym session, I was left with that gross feeling akin to wearing socks after you’ve stepped in a kitchen puddle. The material comes in two colorways. I tested the black option, which still looks good after a week of use. I can’t imagine the white colorway would hold up quite as well on the hikes and outdoor workouts I completed.

The Amazfit Helio Strap packs a variety of wellness tracking sensors.

Kaitlyn Cimino / Android Authority

The tracker itself is loaded with sensors to monitor heart rate, HRV, SpO₂, skin temperature, and stress levels, providing continuous, behind-the-scenes tracking while you forget you’ve even strapped it on. Compared to testing a new smartwatch or traditional tracker, the strap feels incredibly low-maintenance. It doesn’t tempt me to tap through arbitrary settings or distract me with notifications. There’s a vibration alert available for alarms (which I really appreciate), but otherwise, no pings or pulls on my attention.

First and foremost, the Helio Strap is a distraction-free fitness tracker.

In a word, it’s pleasant. Like the Whoop band, the Helio Strap is ideal for anyone who doesn’t need on-wrist data or smart features, just passive health tracking with all the insights waiting in the app. Personally, I’d consider wearing this over a smart ring. It doesn’t get in the way during lifts or on handled machines and offers a similar level of subtlety.

An Amazfit Helio Strap rests alongside its charger.

Kaitlyn Cimino / Android Authority

It also boasts fantastic battery life, so I rarely have to think about it. The strap features a 10-day battery life claim, and so far in my review period, that seems about right if not a little underestimated. After 8 days of testing, I still have about 30 percent left. Compared to smartwatches, or even my Oura Ring 4 (which is my go-to wearable for screenless tracking), more than a week between charges is an amazing luxury.

A useful (but basic) activity tracker

The Zepp app displays a user's BioCharge Score.

Kaitlyn Cimino / Android Authority

As mentioned, it tracks a wide range of health and fitness metrics, including daily steps, calories burned, stress levels, and PAI (Personal Activity Intelligence), plus continuous heart rate (resting and during workouts), heart rate variability, skin temperature, and detailed sleep data. It even monitors respiration rate during sleep and can be used for non-medical grade sleep apnea detection. For training purposes, the band also tracks Exertion, or your total daily energy output (in direct contrast to your rest/sleep data), and provides metrics like training status, training load, and recovery time.

The strap measures all the basics, plus a readiness-style BioCharge score.

Amazfit also introduces BioCharge, a readiness-style energy score similar to Garmin’s Body Battery. This metric centers the dashboard of the companion app, and I found these big-picture metrics super useful, though I’m not convinced it’s being executed perfectly. My workouts didn’t always logically impact my score, and my perceived energy didn’t align as closely as I would have expected. Still, if you use your BioCharge for general guidance and throw in the Exertion and sleep scores, the strap offers plenty of general insights.

The key to accurate measurement is accurate heart rate data, and there, Amazfit delivers. I tested the strap throughout a variety of workouts and was overall impressed with its heart rate sensor. For a majority of the workouts, the device showed close alignment with my dedicated chest strap, an impressive result at this price.

A heart rate graph shows the Helio Band struggle to keep up with a trusted device.

It did, however, struggle at times to pick up heart rate spikes, even compared to other wrist-based wearables. On the graph above, you can see where my Garmin Watch (which aligned with my chest strap) registered my heart rate jumping immediately when I started an intense interval. The Helio Strap, on the other hand, lags behind, recording values roughly 20bpm off. It eventually catches up, though, and did considerably well for the remainder of the workout; it’s just worth noting that it isn’t going to give you pinpoint accuracy. Still, I was happy with the results overall throughout this review.

With that said, the Helio Strap isn’t a Whoop strap, and I wouldn’t necessarily recommend it for serious athletes. Its companion app lacks the same training depth, and some of the tracking algorithms and software integration need polishing. For part of this review, I ran into issues populating an Exertion score. Automatic workout detection is also laughably unreliable. (If I actually worked out every time the Strap recorded a workout, I’d be much fitter.) Instead, the Helio Strap is better suited for users who care more about daily health trends than fine-tuned recovery or strain scores. Post-workout analysis exists in the Zepp app, but it’s not front and center. Like Amazfit’s Helio Ring, the strap is also compatible as a partner device to the brand’s watches, which remain stronger picks for training with real-time data and guidance. The strap also doesn’t pack GPS, so it can’t record routes like the Balance 2 or Active lineup.

Amazfit Helio Strap review: The verdict

An Amazfit Helio Strap rests on a blue chair back.

Kaitlyn Cimino / Android Authority

The Amazfit Helio Strap isn’t trying to be everything, and that’s the heart of its appeal. It’s not flashy, it’s not overloaded with features, and it won’t impress hardcore athletes chasing precise training metrics. But if you’re looking for a lightweight, screen-free companion that quietly tracks your wellness, the strap makes a strong case. With solid sensor performance, excellent battery life, and no subscription fees, it’s a refreshingly simple alternative in a market full of bloated smart tech. Compared to the Whoop 5.0, it boasts a very attractive one-time price tag of just $99. Just don’t expect perfection or a polished training suite, and you’ll likely be pleasantly surprised by what Amazfit delivers for the price.

Amazfit Helio Strap

Budget-friendly price point with no subscription fee • Comfortable, lightweight, screen-free design • Broad range health and fitness tracker

MSRP: $99.99

Distraction- and subscription-free fitness tracker.

The Amazfit Helio Strap is a comfortable, distraction-free fitness tracker that delivers solid wellness insights without the bloat of a screen or the burden of a subscription.

Positives

  • Budget-friendly price point with no subscription fee
  • Comfortable, lightweight, screen-free design
  • Broad range health and fitness tracker
  • Useful haptics for alarms and timers

Cons

  • Imperfect heart rate data
  • Unreliable automatic workout detection
  • Analysis tools could use refinement



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Last Chance to Save 51% On AirPods, Apple Watches and More

Best Prime Day Apple Deals on Day 4: Apple doesn’t typically offer discounts across its tech line-up, which means that you’ll need to head to third-party sites like Amazon to find them. With thousands of products now discounted across the site for Prime Day, it’s one of the best opportunities of the year to land […]

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Best Prime Day Apple Deals on Day 4:


Apple doesn’t typically offer discounts across its tech line-up, which means that you’ll need to head to third-party sites like Amazon to find them. With thousands of products now discounted across the site for Prime Day, it’s one of the best opportunities of the year to land savings on the tech giant’s offerings, and there’s already plenty of Prime Day Apple deals to bank across AirPods, Apple Watches, Beats headphones and more. This opportunity to save money on Apple isn’t going to hang around much longer though, with the sale drawing to a close this evening.

Shop Apple Prime Day Deals Amazon

If you’re thinking about upgrading your smartwatch or fitness tracker, there’s discounts on all three of the latest Apple Watch models. The flagship Apple Watch Ultra 2 (read our review here) is a hefty £140 off, down from to £799 to £659, the everyday powerhouse Apple Watch Series 10 (read our review) has dipped under £300 – now just £295, down from £399. The latest entry-level Apple Watch SE is also discounted, with £34 slashed off its ordinary price this Prime Day.

There’s also plenty of opportunities for an audio upgrade. You can now grab the AirPods Pro 2 and AirPods 4 for less, reduced by £50 and £30 respectively. Because Beats is owned by Apple, we’ve also included deals on the new workout-friendly Powerbeats Pro 2 (read our review) – down from £249.99 to £185.25 – and the older, but still excellent, Beats Fit Pro, which are over £110 off at £108.30. Here’s a round-up of the all these, plus more of the best Apple Prime deals we’ve found so far, including more offers on iPads, iMacs and iPhones.

Prime Day Apple Deals

Watch Ultra 2

Was £799, now £659

SAVE £140

£659.00 at amazon

Watch Series 10

Was £699, now £595

SAVE £104

£595.00 at amazon

Watch SE (2nd Gen)

Was £249, now £215

SAVE £34

£215.00 at amazon.co.uk

AirPods Pro 2

Was £229, now £179

SAVE £50

£184.00 at amazon.co.uk

Fit Pro

Was £219.99, now £108.30

SAVE £111.69

£108.00 at amazon.co.uk

AirPods 4

Was £179, now £149

SAVE £30

£149.00 at amazon.co.uk

Studio Pro

Was £349.99, now £174.74

SAVE £175.25

£174.74 at amazon.co.uk

Studio3

Was £189, now £139

SAVE £50

£139.00 at amazon.co.uk

AirTag (4 pack)

Was £119, now £84

SAVE £35

£84.00 at amazon.co.uk

2025 MacBook Air 15-inch Laptop

Was £1399, now £1207

SAVE £192

£1207.00 at amazon.co.uk

iPad 11″ A16

Was £329, now £284

SAVE £45

£284.00 at amazon.co.uk

Pencil Pro

Ws £129, now £109

SAVE £20

£109.00 at amazon.co.uk

Mac Mini M4

Was £599, now £499

SAVE £100

£499.00 at amazon.co.uk

Magic Mouse

Was £79.99, now £59.99

SAVE £20

£59.99 at amazon.co.uk

Magic Keyboard

Was £99, now £75

SAVE £24

£75.00 at amazon.co.uk


When Does Prime Day End?

If you’ve been holding out for a bargain before picking up a new Apple smartwatch, tablet, smartphone or earbuds, the clock is now ticking. You had 96 hours from the start of the sale to make the most of these deals before it ends at midnight on Friday 11 July.

Do You Need a Prime Membership to Take Part?

Yes. To make use of these Apple Prime Day deals, plus all the other offers included in the event this week, you’ll need to either already be a Prime member or you can join for free by signing up to a 30-day free trial, which you can cancel for no fee once the sale ends after midnight on Friday.

More Fitness Tech Deals and Reviews

Prime Day Deals 2025 | Prime Day Headphone Deals | Prime Day Garmin Deals | Best Apple Watches | Apple Watch Ultra 2 Review | Beats Powerbeats Pro 2 Review | Beats Fit Pro Review | Best Beats Headphones | Best Gym Headphones

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