Apple has been rumoured to be researching smart rings for two decades, but now it seems we may never get one. According to Bloomberg’s Mark Gurman, the problem is less technical and more of a marketing decision.
“Apple isn’t actively developing a ring and has no plans to launch one.” writes Mark Gurman in the subscriber-only section of his Power On newsletter.
The reason? It “would detract from the Apple Watch.” says Gurman adding “Apple has no reason to compete with a product that still has room to grow and is the envy of the fitness industry.”
However, Apple has a reputation for out-competing its own products, or “killing your darlings” if you prefer. The most famous example is how they completely wiped out the iPod with the iPhone. Before that, they unceremoniously cancelled the hugely popular iPod mini when they launched the iPod nano.
If Gurman is right, it means that 2024 is the year when yet another high-profile product development is cancelled, without Apple actually announcing it.
In February 2024, it was reported that the decade-long Apple Car project had been cancelled. However, it should be pointed out that Apple has never confirmed the existence of a ring or car project.
For now, you’ll have to be satisfied with something like the Apple Watch Series 10 or get an Oura Ring 4.
This article originally appeared on our sister publication Macworld Sweden and was translated and adapted from Swedish.
