I believe OURA is living on borrowed time and only exists because Apple hasn't yet entered the smart ring market. It's a repeat of the Fitbit situation. Before the Apple Watch launched in 2015, Fitbit had 30% of the wearables market. Then the Apple came in, and Fitbit started bleeding users: high end ones to the Apple Watch, and low end ones to cheap Chinese competition. Fitbit eventually collapsed and got sold in a fire sale to Google.
Apple is already rumored to be working on their own smart ring. Samsung is already in the market. This is one reason why Oura is in a rush to IPO, they need liquidity for early investors + cash to compete before Apple comes in and takes a huge slice of their market.
Apple is already rumored to be working on their own smart ring. Samsung is already in the market. This is one reason why Oura is in a rush to IPO, they need liquidity for early investors + cash to compete before Apple comes in and takes a huge slice of their market.