Apple unlikely to enter smart ring market as focus stays on Apple Watch, says Oura CEO

Apple is unlikely to enter the smart ring market, despite Samsung’s recent foray and growing consumer interest. Oura CEO Tom Hale, speaking at Lisbon’s Web Summit as per a CNBC report, shared his view that Apple remains focused on the Apple Watch as its core wearable device and is “unconvinced” of a smart ring’s value alongside it. With Apple prioritising health tech advancements through its watch, Hale believes the tech giant may view a smart ring as conflicting with its established wearables strategy.

Oura, a pioneer in smart rings since 2013, recently launched its latest Oura Ring 4, a device designed for continuous health tracking. These rings are compact, packed with sensors, and popular for their all-day comfort and lengthy battery life, especially during sleep. The smart ring’s rising popularity underscores a shift in user preference toward lightweight, dedicated health-monitoring wearables, offering comfort and continuous use—features not always feasible with smartwatches.

While smart rings and smartwatches serve similar health-monitoring functions, Hale emphasised that Apple has its sights set firmly on refining and expanding its watch’s capabilities, rather than adding a ring to its lineup. He pointed to Apple’s deliberate strategy to maintain the Apple Watch as its primary platform in health-tech wearables, showcasing Apple’s preference for depth within one category over product diversification.

Samsung’s recent entry has shone a spotlight on the potential of rings to rival smartwatches in the wearable health market. Industry analysts speculate that Apple’s watch-centric approach might shift if rings continue gaining traction. However, for now, the company is monitoring competitors without immediate plans to launch a ring, as suggested by Hale.

Oura’s recent product update intensifies competition within the wearable sector, making smart rings an appealing option for health-conscious users who prioritise both functionality and comfort. Whether or not Apple chooses to follow suit in the future, smart rings are carving out a promising niche, offering users a streamlined approach to health tracking while steering the wearable tech sector into new territory.