New model just a few days away, report claims

Finnish health tech company ŌURA (let's say it like Aura) is about to launch a new version of its hugely successful Oura Ring, says a new report, and it seems we only have a few days left to wait , as it is expected to be released later this month. The current Oura Ring is spectacularly good, so a new model is eagerly awaited.

According to an interview with Bloomberg, the company has sold more than 2.5 million Oura rings in its 11-year history. In the interview, CEO Tom Hale expressed optimism about the prospects, but declined to say that a new ring was on the way.

ForbesOura Ring: CEO talks health, fitness and the challenge of Samsung's Galaxy RingFrom David Phelan

I interviewed Hale earlier this year and he was similarly positive and unfazed by the arrival of the Samsung Galaxy Ring. Finally, he pointed out, Samsung's entry into the market has increased interest in smart rings, including the Oura Ring. And while concerns have been raised in some quarters that ŌURA charges a $6 per month subscription to access all its features while Samsung doesn't, that's not a concern Hale shares. It appears that subscribers remain subscribed. “The retention is better than any other subscription model I’ve ever seen,” Hale said.

And his reaction to Samsung's arrival was similar to what he told me when he commented: “They were aiming for where we were two years ago.” Oh, and of course the Samsung model is not compatible with iPhones, so there It's a market for Hale that Samsung can't tap into.

A new ring can certainly only improve the company's prospects. The report says there will be a new design: “The device will have a thinner design and longer battery life, as well as more accurate activity tracking,” according to people familiar with the plans.

The current Horizon Ring is beautifully designed and very light. Still, a thinner design might be desirable. “It is expected to be the company’s biggest product overhaul in three years,” the Bloomberg report said.

It is unclear whether this is a cosmetic redesign or the introduction of new sensors. ŌURA has consistently added new features by taking advantage of existing sensors – both third-generation models, called Heritage and Horizon, use the same technical sensors on the inside of the ring – and the company will certainly be interested in doing so over time add more features.

If the claims are true, the timeline means it will be here sometime in October, meaning it's just days away from being announced.

ForbesiPad 2024 release date: When Apple will launch the iPad 11 and iPad MiniFrom David Phelan