LISBON — Samsung’s foray into smart rings isn’t concerning the boss of the product category’s pioneer, Oura — in fact, Tom Hale says he’s seeing a boost in business.
“I’m sure that a major tech company making an announcement saying: ‘Hey, this is a category that matters. It’s going to be something that’s big.’ I think it’s probably helpful,” Hale told CNBC in an interview this week.
“In terms of the impact on our business, it has made zero impact. If anything, our business has gotten stronger since their announcement.”
In a wide-ranging interview with CNBC at the Web Summit conference in Lisbon, Hale discussed Oura’s plans for new areas of insight it wants to give users, how he is thinking about new devices and the company’s intentions for international expansion.
Oura’s flagship product is the Oura Ring 4, a device known as a smart ring. It is packed with sensors that can track some health metrics, allowing Oura app users to learn more about the quality of their sleep or how ready they are to tackle the day ahead.
Founded in Finland in 2013, the company has been called a pioneer by analysts in the smart ring space. Oura said it has sold more than 2.5 million of its rings since it launched its first product. CCS Insight forecasts Oura will end the year with a 49% market share in smart rings.
Competition is starting to rear its head in the space. The world’s largest smartphone maker Samsung made its first venture into smart rings this year with the Galaxy Ring, which some analysts say has put the device category on the map and popularized it with a broader audience.
Hale is keen to position Oura as a “health company and a science company from the get-go,” with the aim of its product being “clinical grade.” Oura is seeking approval from the U.S. Food and Drug Administration (FDA) for its ring to be used for diagnostics, although Hale declined to provide too many further details.
He did say that Oura’s focus on health and science is what sets it apart from competitors.
“If you’re actually thinking [of] yourself as a healthcare company, it is very different in many ways and different postures you might take towards data privacy. … So instead of being like a tech company where data is some sort of oil to be extracted and then used to create some kind of advantage of network effects, we’re really a healthcare company where your data is sacrosanct,” Hale said.
Oura’s business model relies on selling the hardware, as well as on a $5.99 monthly subscription service that allows users to get the insights from their ring. Oura says it has nearly 2 million subscribers.
“We look more like a software company than we do look like a hardware company. And I think that’s a function of the business model, and the fact that it’s working. Our subscribers are continuing to pay,” Hale said.
Oura eyes nutrition as next ‘pillar’
Oura takes the data gathered by the ring to provide insight to its users, focused on a person’s levels of sleep, activity and readiness to take on the day.
Hale said the company is now testing out nutrition, with users able to take a picture of their meal and log it into the Oura app. Also in the nutrition space, he highlighted Oura’s recent acquisition of Veri, a metabolic health startup that can take data from continuous glucose monitors — small devices inserted into a person’s arm — to give insight into someone’s blood sugar levels. Hale says that this, combined with Oura’s food tracking feature, could tell a user how certain meals affect their glucose levels.
Many glucose monitors today are invasive and need to be inserted into the skin. Some observers see a non-invasive glucose monitor on wearable gear as something that could be transformative — but Hale warns this is a difficult goal to achieve.
“The idea that a wearable [device] will get there, I think, has definitely been a Holy Grail, and like the Holy Grail, they may never find it, because it’s a very difficult problem to solve with any kind of accuracy,” Hale said.
“Never say never. Certainly, technology continues to advance and all the capabilities continue to advance,” he added.
New hardware and AI
While Oura only sells rings currently, Hale sees the company developing new products in the future. He declined to elaborate.
“I think we’ll undoubtedly see other Oura-branded products, beyond the ring,” he promised.
He also said the company hopes to work with other devices as well, even if they are not Oura’s own hardware.
Like many hardware companies, such as Apple and Samsung, Oura is looking at ways it can use the advancing capabilities of artificial intelligence to give users more personalized insights. Smartphone makers have spoken about so-called “AI agents,” which they see as assistants that are able to anticipate what a user wants.
Oura is testing out an AI product called Oura Advisor in a similar vein.
“Think of it as the doctor in your pocket that knows all the data about you,” Hale said.
International push
Hale‘s presence at the Web Summit in Lisbon underscores his push to raise Oura’s brand awareness in markets outside of the U.S., especially as more people learn about smart rings.
“I think the point about the category being something that people are learning about, the unique benefits of that maturity, is in our favor. We’re expanding internationally,” Hale said.
He said he is particularly “excited” about venturing into Western Europe, including in countries like the U.K., Germany, France and Italy. Looking even further forward, Hale said an initial public offering for the business is not currently on the table, adding that operating as a private company gives Oura more “freedom.”
“I really enjoy the freedom that we get as a private company. We’re accountable to our investors and our shareholders, but they’re willing to let us operate with a lot license,” he said. “And if we decided we wanted to turn unprofitable because we wanted to invest in owning some category of healthcare software, it’ll be fine. They would be happy for that.”
Lisa Su, chair and chief executive officer of Advanced Micro Devices Inc. (AMD), during a Bloomberg Television interview in San Francisco, California, US, on Monday, Oct. 6, 2025.
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AMD stock climbed 11% on Wednesday, continuing a massive run since OpenAI announced plans to buy billions of dollars of AI equipment from the chipmaker earlier this week.
On Monday, the ChatGPT maker entered into an agreement to potentially own 10% of AMD, based on its stock price and partnership milestones.
AMD now has a market cap of $380 billion after climbing 4% on Tuesday and 24% on Monday. Shares are up 43% so far this week, on pace for the best weekly gain since April 2016.
The partnership with OpenAI, which has historically been closely linked with Nvidia, has bolstered investor confidence that AMD will be a viable competitor to Nvidia in AI chips.
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AMD CEO Lisa Su told reporters on Monday that the deal was a “win-win” and that its AI chips were good enough to be used in “at-scale deployments,” or very large data centers like the kind OpenAI and cloud providers build.
Nvidia CEO Jensen Huang on Wednesday reacted to the deal on CNBC’s Squawk Box, saying it was “surprising.”
“It’s imaginative, it’s unique and surprising, considering they were so excited about their next-generation product,” Huang said. “I’m surprised that they would give away 10% of the company before they even built it. And so anyhow, it’s clever, I guess.”
Sundar Pichai, chief executive officer of Alphabet Inc., during the Bloomberg Tech conference in San Francisco, California, US, on Wednesday, June 4, 2025.
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Google is continuing to put restrictions on remote work, this time with a popular policy called “Work from Anywhere” that was established during the Covid pandemic.
The policy has allowed employees to work from a location outside of their main office for up to four weeks per calendar year. According to internal documents viewed by CNBC, working remotely for even a single day will now count for a full week.
“Whether you log 1 WFA day or 5 WFA days in a given standard work week, 1 WFA week will be deducted from your WFA weekly balance,” according to a document that was circulated over the summer, shortly before the change went into effect.
Google isn’t altering its current hybrid schedule, which was also put in place during the pandemic, allowing employees to work from home two days a week. WFA days are distinct from that policy, giving staffers the flexibility to work remotely, but not at home.
“WFA weeks cannot be used to work from home or nearby,” the document says.
Google didn’t immediately respond to request for comment.
Tech companies are increasingly forcing employees to spend more time in the office, with the peak of Covid now about five years in the past. Microsoft said last month that employees will be expected to work in an office three days a week starting next year, switching from a policy that allowed most of them to work from home 50% of the time or more with manager approval. Amazon went further, instructing corporate staffers to spend five days a week in the office.
Google began offering some U.S. full-time employees voluntary buyouts at the beginning of 2025, and has notified remote workers from several units their jobs would be considered for layoffs if they didn’t return to offices to work a hybrid schedule.
According to the latest changes, employees can’t work from a Google office in a separate state or country during their WFA time due to “legal and financial implications of cross border work.” If in a different location, employees may be required to work during the business hours that align with that time zone, the rules state.
The WFA update doesn’t apply to all Google staffers and may exclude data center workers, and those who are required to be in physical offices. Violations of the policy will result in disciplinary action or termination, the document says.
The issue came up at a recent all-hands meeting.
A top-rated question that was submitted on Google’s internal system described the update as “confusing.”
“Why does even one day of WFA count as a whole week, and can we reconsider the restriction on using WFA weeks to work from home?” the question said.
John Casey, Google’s vice president of performance and rewards, said at the meeting that WFA “was meant to meet Googlers where they were during the pandemic,” according to audio obtained by CNBC.
“The policy was always intended to be taken in increments of a week and not be used as a substitute for working from home in a regular hybrid work week,” Casey said.
Nvidia CEO Jensen Huang said Wednesday that his family’s immigration to the U.S. “would not have been possible” with the Trump administration’s current policy.
President Donald Trump announced in September that employers would have to pay a $100,000 fee for each H-1B visa, a temporary worker visa granted to foreign professionals with specialized skills.
Huang, who was born in Taiwan and later moved Thailand, immigrated to the U.S. at nine years old with his brother. His parents joined them around two years later.
“I don’t think that my family would have been able to afford the $100,000 and and so the opportunity for my, my family and for me to be here … would not have been possible,” Huang told CNBC’s “Squawk Box.”
Trump’s sudden price hike was a shock to the tech sector, which relies heavily on foreign talent, especially from India and China.
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Amazon was the top employer for H-1B holders in fiscal year 2025, sponsoring over 10,000 applicants according to U.S. Citizenship and Immigration Services. Tech juggernauts Microsoft, Meta, Apple, and Google were also among the top H-1B employers, with over 4,000 approvals each.
“Immigration is the foundation of the American dream,” Huang said, “this ideal that anyone can come to America and through hard work and some talent, be able to build a better future for yourself.”
Huang added that his own parents came to the U.S. so that his family could “enjoy the opportunities” and “this incredible country.”
The CEO confirmed that Nvidia, which currently sponsors 1,400 visas, would continue covering H-1B fees for immigrant employees. Huang said that he hopes to see some “enhancements” to the policy so that there’s “still some opportunities for serendipity to happen.”
While his own family’s journey would have been blocked by Trump’s immigration policy, Huang said Trump’s changes will still allow the U.S. “to continue to attract the world’s best talent.”
And other tech executives have expressed support for the changes, with Netflix‘s Reed Hastings calling the fee “a great solution” in a post on X.
“It will mean H1-B is used just for very high value jobs, which will mean no lottery needed, and more certainty for those jobs,” Hastings wrote.
In September, OpenAI CEO Sam Altman told CNBC’s Jon Fortt that he also backed Trump’s changes.
“We need to get the smartest people in the country, and streamlining that process and also sort of outlining financial incentives seems good to me,” Altman said.