Oura Competitors: Samsung, Apple and the Smart Ring Market
Oura’s competitors fall into three groups, according to its IPO prospectus: smartwatch makers such as Apple, Google and Samsung; fitness wearables such as Garmin, Coros and Whoop; and software-only health apps. In smart rings, Oura is far ahead, with about 74% of global shipments in the first half of 2025, research firm Omdia estimates.
Key Takeaways
● A big fish in a small pond: Oura dominates smart rings, but the 3.6 million rings it sold in the 12 months to June 30, 2026 were only about 2% of global wearable shipments. Its real competitive set is the whole wearables market.
● Three business models: Oura charges $5.99 a month on top of the ring. Samsung’s Galaxy Ring and Ultrahuman’s Ring Pro need no subscription for core features. Whoop charges only a membership, with the hardware included.
● Patents are part of the moat:an ITC ruling for Oura kept Ultrahuman...
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