Oura CEO: Apple Unlikely to Enter Smart Ring Market Soon

Despite rumors, Apple is not likely to launch a smart ring, according to Oura’s CEO, Tom Hale. Speaking at the Web Summit in Lisbon, Hale stated that Apple seems hesitant to enter the ring market, as it could conflict with the Apple Watch’s dominance in wearable health tech.

Speculation around Apple’s potential smart ring launch increased after Samsung introduced its own smart ring earlier this year, with analysts suggesting a 2026 release for Apple. However, Hale, whose company has been producing the Oura smart ring since 2013, doesn’t believe Apple will compete in this sector. “Apple appears to question the added value of both a ring and a watch,” Hale noted, adding that Apple may view the ring market as challenging to perfect.

Apple has focused heavily on health features in the Apple Watch, which has become a central platform in its wearable technology strategy. Unlike watches, smart rings are smaller, lightweight, and capable of providing insights into health, sleep, and daily activity with an extended battery life. Supporters argue that rings offer comfort advantages, particularly for tracking sleep.

While Apple watches the market, Oura remains competitive, launching its latest Oura Ring 4 amid increased interest in wearable tech. As rivals like Samsung explore new devices, Apple continues to prioritize the watch, viewing it as its main health-tech platform.

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