Apple Ring: the ring will ultimately not see the light of day

© Oura

Last week the Finnish brand Oura made headlines with its Oura Ring 4, the new generation of connected ring. Presented from San Francisco, it is the most serious competitor to the Samsung Ring. But above all, it is one of the only connected rings compatible with iOS.

A major commercial advantage, which was supposed to be short-lived, as Apple was working on its own connected ring. But according to several analysts, the brand Apple reportedly abandoned its smart ring project.

Among the Apple insiders who announced the end of this project, we find the journalist Mark Gurman. A true reference when it comes to the Cupertino firm, he assures in the latest edition of his newsletter Power On that the project has been abandoned.

According to Gurman, Apple would not have managed to find features specific to a connected ring. This product would have been very similar to the Apple Watch, already sold by the brand. The two devices would then have been in competition.

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Apple does not completely close the door

The halt in the development of this project puts a big brake on Apple's ambitions, but it is not a definitive no. Gurman makes it clear in his newsletter that Apple should not return to the smart ring market unless it becomes central and can bring in millions of dollars to the Apple brand.

Sold for less than smart watches, smart rings have experienced double-digit growth since the beginning of the year. Many users like their simplicity. In a world that is “disconnecting” more and more, a connected ring is a real asset to continue to follow your health data without having a screen to look at and notifications to disturb us.

Connected rings, simple fashion or product of the future ?

While the enthusiasm of a part of the public is certain, it remains very limited. Samsung has exceeded its sales forecasts for its Samsung Ring, but this is not a tidal wave. Connected rings are interesting devices, which undeniably appeal to a small part of the public.

It remains to be seen whether these objects will manage to make the big leap from technology enthusiasts to Mr. and Mrs. Average. Faced with this uncertainty, Apple prefers to play the patience card, as is often the case.

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