Apple’s wearables business is losing momentum, and Bloomberg’s Mark Gurman believes there’s a surprisingly elegant solution: a smart ring. 
In his Power On newsletter, Gurman suggests Apple should jump into the smart ring market – not just to diversify, but to breathe new life into its shrinking wearables division.
While the Apple Watch has been a success, not everyone wants to wear a watch. For many, it’s too bulky, inconvenient for sleep, or simply clashes with their personal style. Gurman points out that a smart ring, being smaller and more discreet, would appeal to those who prefer simplicity and minimalism. No swapping bands to match outfits – just slip it on and go.
More than just a fashion win, an Apple Ring could integrate deeply with the company’s existing ecosystem. Imagine it working alongside the Apple Watch to reduce screen time or complementing the Apple Vision Pro and upcoming AR glasses as a precision input device. With smart rings offering gesture control, users wouldn’t need to rely solely on visible hand tracking – something that’s currently limiting XR devices like the Vision Pro.
Apple has already acknowledged its misstep with the Vision Pro’s lack of dedicated controllers, recently partnering with Sony to make PSVR2 controllers compatible. A smart ring would not only enhance control but signal Apple’s long-term XR ambitions. It could even be part of a broader move to redefine how we interact with mixed reality hardware.
And then there’s Samsung. Its Galaxy Ring is largely uncontested in the U.S. Gurman believes Apple – and perhaps even Google – should challenge that dominance. Just as Samsung has responded to Chinese competition by recycling models like the Z Fold 6 SE for global release, a strong rival in the smart ring space could accelerate innovation across the board.
In short, the Apple Ring wouldn’t just be a new gadget. It would be a strategic play in wearables, XR, and competitive tech – a small device with potentially huge implications.