The arrival of the Oura Ring 4 has long been rumoured. Not least because its predecessor, the Oura Ring Gen 3, has been out for years. It seemed the company wasn’t in a rush to update its hardware; after all, the brand was growing steadily without a new wearable.
Oura’s approach changed this year. Whereas before, they pretty much only relied on word-of-mouth advertising to spread the word, 2024 ushered in some changes. The competition is heating up due to big-ticket brands like Samsung entering the market. Plus, affordable competitors such as RingConn and Ultrahuman are gathering tracking, too.
