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In fact, he doesn\u2019t think Apple will enter the category at all.\n\nIn a recent interview with CNBC at the Web Summit in Lisbon, Portugal, Oura CEO Tom Hale predicted that Apple likely won\u2019t enter the smart ring space\u2014not because it\u2019s unprofitable but because it\u2019s difficult.\n\n\u201cI think they [Apple] are unconvinced about the value of having a ring and a watch together and they\u2019re not interested in undercutting the Apple Watch as a business,\u201d Hale said. \u201cI think they\u2019re probably keeping a close eye on Samsung and a close eye on us, but it\u2019s hard to do this product category right.\u201d\n\nHale may very well prove correct, but a smart ring doesn\u2019t have to cannibalize Apple Watch sales. 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This doesn't affect our <a href="https://www.macworld.com/about/affiliate-link-policy"><u>editorial independence</u></a>.</p></div></div> </header> <div id="gpt-contenthub-article-1" class="ad page-ad has-ad-prefix ad-article ad-contenthubartbanner" data-ad-template="gpt-contenthub-article" data-ofp="false" data-aaad="true" data-aa-adunit="/8456/IDG.US_CSMB_Macworld.com/apple-watch_section" data-aa-targeting='{"pos":"gpt-contenthub"}'> </div> <main id="primary" class="site-main"> <div class="single-breadcrumb"> <a href=https://www.macworld.com>Home / </a><a href=https://www.macworld.com/apple-watch>Apple Watch / </a><a href=https://www.macworld.com/apple-watch/news>News</a> </div> <article id="post-2522857" class="post-2522857 post type-post status-publish format-standard has-post-thumbnail category-apple-watch languages-en editions-global publication-macworld publication-us-default story_types-news article_type-default origin-wp"> <header class="entry-header"> <div class="entry-eyebrow entry-eyebrow--default"> News </div> <h1 class="entry-title">Oura CEO predicts Apple isn’t making a smart ring because ‘it’s hard’</h1> <div class="subheadline"> Apple is rumored to be exploring the possibility of making a smart ring. </div> <div class="entry-meta"> <div class="author-image"><img data-hero alt="Michael Simon" src="https://www.macworld.com/wp-content/uploads/2024/11/author_photo_Michael-Simon_1654791181-112.jpg?quality=50&strip=all&w=110" class="author_photo" height="150" width="150" /></div> <div class="meta-text"> <div class="meta-text-top"> <span class="byline"> By <span class="author vcard"><a href="https://www.macworld.com/author/michael.simon">Michael Simon</a></span> </span> </div> <div class="meta-text-bottom"> <span class="byline"> <span class="job-title">Executive Editor, Macworld </span> </span> <span class="posted-on">NOV 15, 2024 12:45 pm PST</span> </div> </div> </div> </header>  <section class='layout--right-rail'> <div class="wp-block-columns"> <div class="wp-block-column"> <div class="post-thumbnail "> <img width="1024" height="576" src="https://www.macworld.com/wp-content/uploads/2024/11/Oura-Ring-4-Black-Glossy.png?w=1024" class="attachment-post-thumbnail size-post-thumbnail wp-post-image" alt="Oura Ring 4 Black Glossy" data-hero="" decoding="async" fetchpriority="high" srcset="https://www.macworld.com/wp-content/uploads/2024/11/Oura-Ring-4-Black-Glossy.png?quality=50&strip=all 3470w, https://www.macworld.com/wp-content/uploads/2024/11/Oura-Ring-4-Black-Glossy.png?resize=300%2C168&quality=50&strip=all 300w, https://www.macworld.com/wp-content/uploads/2024/11/Oura-Ring-4-Black-Glossy.png?resize=768%2C432&quality=50&strip=all 768w, https://www.macworld.com/wp-content/uploads/2024/11/Oura-Ring-4-Black-Glossy.png?resize=1200%2C675&quality=50&strip=all 1200w, https://www.macworld.com/wp-content/uploads/2024/11/Oura-Ring-4-Black-Glossy.png?resize=1536%2C864&quality=50&strip=all 1536w, https://www.macworld.com/wp-content/uploads/2024/11/Oura-Ring-4-Black-Glossy.png?resize=2048%2C1152&quality=50&strip=all 2048w, https://www.macworld.com/wp-content/uploads/2024/11/Oura-Ring-4-Black-Glossy.png?resize=1240%2C697&quality=50&strip=all 1240w, https://www.macworld.com/wp-content/uploads/2024/11/Oura-Ring-4-Black-Glossy.png?resize=150%2C84&quality=50&strip=all 150w" sizes="(max-width: 1024px) 100vw, 1024px" /> <div class="post-thumbnail-text"> <span class="credit">Image: Oura</span> </div> </div> <div class="entry-content "> <div id="post-toc"></div> <!DOCTYPE html PUBLIC "-//W3C//DTD HTML 4.0 Transitional//EN" "http://www.w3.org/TR/REC-html40/loose.dtd"> <div id="link_wrapped_content"> <body><section class="wp-block-bigbite-multi-title"><div class="container"></div></section> <p>Despite occasional and somewhat persistent rumors about an Apple Ring, the CEO of the most well-known smart ring maker isn’t concerned. In fact, he doesn’t think Apple will enter the category at all.</p> <p>In a <a href="https://go.skimresources.com?id=111346X1569486&xs=1&url=https://www.cnbc.com/2024/11/12/apple-wont-launch-a-smart-ring-says-oura-ceo-its-hard-to-do.html&xcust=1-1-2522857-1-0-0&sref=https://www.macworld.com/article/2522857/oura-ceo-predicts-apple-isnt-making-a-smart-ring-because-its-hard.html" data-type="link" data-id="https://www.cnbc.com/2024/11/12/apple-wont-launch-a-smart-ring-says-oura-ceo-its-hard-to-do.html" rel="nofollow" data-subtag="1-1-2522857-1-0-0" data-domain-name="cnbc" target="_blank">recent interview with CNBC at the Web Summit</a> in Lisbon, Portugal, Oura CEO Tom Hale predicted that Apple likely won’t enter the smart ring space—not because it’s unprofitable but because it’s difficult.</p> <div class="fake_sidebar_front">[ <aside>  Black Friday: <a href="https://www.macworld.com/article/1375970/best-apple-black-friday-week-deals-2024.html?utm_source=fsb" rel="noreferrer noopener">Here</a> are the best deals chosen by our Editors </aside> ]</div><div id="gpt-leaderboardmainbod-1" class="ad page-ad has-ad-prefix ad-article" data-ad-template="article" data-ofp="false" data-aaad="true" data-aa-adunit="/8456/IDG.US_CSMB_Macworld.com/apple-watch_section" data-aa-targeting='{"pos":"BTF1"}'> </div> <p>“I think they [Apple] are unconvinced about the value of having a ring and a watch together and they’re not interested in undercutting the Apple Watch as a business,” Hale said. “I think they’re probably keeping a close eye on Samsung and a close eye on us, but it’s hard to do this product category right.”</p> <p>Hale may very well prove correct, but a smart ring doesn’t have to cannibalize Apple Watch sales. If the price and positioning are correct, and Apple ring could augment the Apple Watch with new sensors or data collected when the watch is charging or not being worn.</p> <div class="jwPlayer--floatingContainer"> <div id="jwplayer--floatingVideo" class="jwplayer" data-media-id="O6tSMQIo"> </div> </div> <p>Apple has been rumored to be exploring the launch of a smart ring for years but little solid information has turned up to suggest an actual product is anywhere near production. However, Apple has made health tech a top priority recently, including adding a Hearing Protection and <a href="https://www.macworld.com/article/2498966/your-airpods-pro-2-can-now-work-as-a-hearing-aid-heres-how.html">Hearing Aid</a> features to the AirPods Pro. There have also been persistent rumors that Apple is planning to add more health features to the AirPods, such as heart-rate monitoring.</p> <p>The <a href="https://www.techadvisor.com/article/2426715/oura-ring-gen-4.html" data-type="link" data-id="https://www.techadvisor.com/article/2426715/oura-ring-gen-4.html">Oura Ring 4</a> has a battery that lasts longer than a week and tracks “more than 20 biometrics” throughout the day, including sleep, steps, and blood-oxygen levels. Samsung also recently entered the smart ring market with its own <a href="https://www.techadvisor.com/article/2420915/samsung-galaxy-ring-review.html" data-type="link" data-id="https://www.techadvisor.com/article/2420915/samsung-galaxy-ring-review.html">Galaxy Ring</a> for $400.</p> <div id="taboola-mid-article-thumbnails"></div><script type="text/javascript">window._taboola = window._taboola || []; _taboola.push({mode: 'alternating-thumbnails-stream-macworld',container: 'taboola-mid-article-thumbnails',placement: 'Mid Article Thumbnails',target_type: 'mix'});</script> <p></p> </body></div> <div id="newsletter-end" class="newsletter"></div><div id="nativo2" class="nativo"></div> <div class="article-author-box" data-ga="article-footer-author"> <h3 class="article_author_head"> <a href="https://www.macworld.com/author/michael.simon" rel="author" > Author: Michael Simon</a>, Executive Editor, Macworld </h3> <div class="article_author_area"> <div class="article_author_box_bio"> <div class="img_cls"> <img class="article_authr_img" src="https://www.macworld.com/wp-content/uploads/2024/11/author_photo_Michael-Simon_1654791181-112.jpg?quality=50&strip=all&w=110&h=132&crop=1" height="125" width="125"> </div> <p>Michael Simon has been covering Apple for more than 20 years. He started covering rumors with Spymac when the iPod was the iWalk, and has owned nearly every iPhone Apple has ever made. He lives in Connecticut with his wife, son, and far too many gadgets.</p> </div> <div class="article_author_recent_stories"> <h3 class="recent_stories_head"> Recent stories by Michael Simon:</h3> <ul> <li> <a href="https://www.macworld.com/article/1375970/best-apple-black-friday-deals-2024.html"> The best Apple Black Friday deals you’re hunting for are all right here! </a> </li> <li> <a href="https://www.macworld.com/article/541154/apple-deals.html"> The best Apple deals: Incredible savings on Mac, iPad, AirPods, Apple Watch, and more </a> </li> <li> <a href="https://www.macworld.com/article/2514357/grab-a-new-solo-loop-band-for-your-apple-watch-and-save-a-bundle.html"> Grab a new Solo Loop band for your Apple Watch and save a bundle </a> </li> </ul> </div> </div> </div> </div> </div> <div class="wp-block-column"> <div id="gpt-rightrail-1" class="ad page-ad ad-right-rail is-sticky has-ad-prefix" data-ad-template="right_rail" data-ofp="false" data-aaad="true" data-aa-adunit="/8456/IDG.US_CSMB_Macworld.com/apple-watch_section" data-aa-targeting='{"pos":"ATF1"}'> </div> </div> </div> </section> </article> </main> <div id="gpt-leaderboardfoot-1" class="ad page-ad has-ad-prefix ad-footer" data-ad-template="footer" data-ofp="false" data-aaad="true" data-aa-adunit="/8456/IDG.US_CSMB_Macworld.com/apple-watch_section" data-aa-targeting='{"pos":"BTF"}'> </div><div class="taboola_container"><div id="taboola-feed-below-article-thumbnails" data-src="https://www.macworld.com/article/2522857/oura-ceo-predicts-apple-isnt-making-a-smart-ring-because-its-hard.html" data-widget-id="alternating-thumbnails-a"></div></div> <script type="text/javascript"> window._taboola = window._taboola || []; _taboola.push({'article':'auto'}); _taboola.push({ mode: 'alternating-thumbnails-a', container: 'taboola-feed-below-article-thumbnails', placement: 'Feed Below Article Thumbnails', target_type: 'mix' }); </script> <footer class="primaryFooter"> <div class="primaryFooter-wrap"> <div class ='primaryFooter-return-top' title="Return to Top"> <svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 384 512"><path d="M35.5 279.9l148-148.4c4.7-4.7 12.3-4.7 17 0l148 148.4c4.7 4.7 4.7 12.3 0 17l-19.6 19.6c-4.8 4.8-12.5 4.7-17.1-.2L218 219.2V468c0 6.6-5.4 12-12 12h-28c-6.6 0-12-5.4-12-12V219.2l-93.7 97.1c-4.7 4.8-12.4 4.9-17.1.2l-19.6-19.6c-4.8-4.7-4.8-12.3-.1-17zM12 84h360c6.6 0 12-5.4 12-12V44c0-6.6-5.4-12-12-12H12C5.4 32 0 37.4 0 44v28c0 6.6 5.4 12 12 12z"/> </div> <div class="primaryFooter-top"> <div class="primaryFooter-top--logo"> <a href="https://www.macworld.com" title="Macworld" aria-label="Macworld is your best source for all things Apple. 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