Oura Faces Renewed U.S. Competition as Ultrahuman Returns and India Becomes a New Battleground

New updates have been reported about Oura.

Oura’s competitive landscape is shifting as Ultrahuman, previously sidelined by an October U.S. International Trade Commission ruling obtained by Oura, has regained access to the U.S. market with its redesigned Ring Pro. During Ultrahuman’s import restrictions, Oura expanded its share of the U.S. smart ring segment from roughly 63% to 85%, capturing most of the demand that would likely have gone to its rival and reinforcing its leadership in what remains the category’s core geography.

The U.S. market accounted for about 60% of global smart ring shipments in 2025 and is growing close to 60% year-over-year, meaning Oura’s enlarged share sits atop the most valuable and fastest-growing region. However, Ultrahuman’s Customs and Border Protection approval for Ring Pro, which features a new unibody metal design aimed at avoiding Oura-related patent issues, sets up a direct challenge as Ultrahuman ramps U.S. operations over the next five to six months.

For Oura, the medium-term risk is that aggressive Ultrahuman re-entry could erode its recently won share, especially as Ultrahuman rebuilds supply chains, restarts U.S. sales that once represented up to half its revenue, and targets a comeback from low single-digit share. At the same time, Oura is moving onto Ultrahuman’s home turf with the recent launch of its Ring 4 in India, using its international brand recognition to go after a market where local players have struggled and some early entrants have already scaled back.

India’s smart ring shipments fell more than 30% year-over-year in 2025, and average selling prices dropped around 9% to roughly $160, signaling price pressure but also room for a well-differentiated global brand like Oura to set a premium positioning. IDC expects double-digit growth for smart rings globally and in the U.S., while India is likely to expand more slowly, suggesting Oura’s financial upside remains concentrated in the U.S. with India acting as a strategic, longer-term expansion play.

Oura’s strengthened U.S. position during Ultrahuman’s absence gives it a scale advantage in data, brand, and product iteration, but the return of a previously fast-growing rival will likely intensify competition on hardware features, battery life, and on-device processing. Executives should monitor how quickly Ultrahuman converts pre-orders for its $399 Ring Pro into sustained share gains and whether any ongoing U.S. federal court disputes over prior designs create additional legal, cost, or operational considerations for Oura’s IP strategy.

In parallel, Oura’s push into India will test its ability to translate global awareness into local traction in a price-sensitive and still nascent market, where Ultrahuman currently leads but where growth has decelerated. Overall, Oura remains the dominant global smart ring player, but the combination of Ultrahuman’s U.S. return and the opening of a new front in India indicates that the next phase of growth will be defined by more direct head-to-head competition, tighter pricing dynamics, and increasing emphasis on differentiated health insights rather than hardware alone.