Oura Competitors: Samsung, Apple and the Smart Ring Market

Oura's main competitors are large technology companies that sell general-purpose smartwatches and trackers, such as Apple, Google (including Fitbit), and Samsung. They also include fitness-focused brands like Garmin, Coros, and Whoop, as well as software health companies whose apps work across devices. The closest rivals in the smart ring category are Samsung, Ultrahuman, and RingConn.

Oura holds a dominant position in the smart ring market, with Omdia estimating that the company shipped about 74% of the world's smart rings in the first half of 2025. This figure is significantly higher than the 9% share held by Ultrahuman and Samsung, and 5% for RingConn. In the United States, the category's largest market, IDC data indicates that Oura's share of the smart ring market was about 85% by the end of 2025, up from 63.3% in 2024.

Oura's lead in the smart ring market is attributed to its focus on continuous, long-term health tracking rather than notifications, fitness, or activity tracking. The company's business model involves a monthly subscription fee of $5.99, in addition to the cost of the ring, whereas Samsung's Galaxy Ring and Ultrahuman's Ring Pro do not require a subscription for core features. Meanwhile, Whoop charges only a membership fee, with the hardware included.

Patents play a significant role in Oura's competitive advantage. In October 2025, an International Trade Commission (ITC) ruling prevented Ultrahuman from entering the U.S. market for a period, while RingConn was forced into a royalty license. However, Ultrahuman has since returned to the market with a redesigned ring. Samsung, Oura's most direct big-company rival, has also taken legal action against the company, filing a pre-emptive lawsuit in 2024 and subsequently an ITC complaint in December 2025, alleging that certain Oura products infringe on four of Samsung's patents.