2026mktelisabeth

For my final project, I selected Apple. Apple is known for creating innovative, high quality technology that is easy to use and connects with its other products. Consumers already expect Apple to introduce new devices that combine technology, convenience, and attractive design. Apple has also expanded its focus on personal health through the Apple Watch and Health app. For example, the Apple Watch now offers sleep tracking, heartrate monitoring, temperature sensing, and other health insights (Apple, 2025).

My new product concept is the Apple Health Ring. It would be a lightweight smart ring that connects to the iPhone and Apple Health app. The ring would track sleep, activity, heart rate, skin temperature, and stress patterns. It would also be water-resistant, have a battery lasting approximately seven days, and would not require a monthly subscription.

I chose this product because some people want to monitor their health but do not like wearing a smartwatch. A watch can feel bulky or uncomfortable, especially while sleeping. Other consumers may prefer wearing a regular watch or may want fewer screens and notifications. The Apple Health Ring would give them a smaller and less distracting way to track their health.

The main target audience would be health-conscious adults who already own an iPhone. This could include current Apple Watch users who want better sleep tracking, as well as people who have never purchased a wearable device. Apple’s strong reputation and existing health technology could make consumers more willing to trust the product.

There is already competition in the smart ring market. The Oura Ring tracks sleep, activity, stress, heart health, and other wellness information, with a typical battery life of five to eight days. However, it requires a membership that costs $5.99 per month or $69.99 per year (Oura, 2026). Samsung also offers the Galaxy Ring, which is made from titanium and provides up to seven days of battery life (Samsung, 2024). These products show that there is interest in smart rings, but Apple could stand out by offering direct integration with the iPhone and Apple Health without requiring a subscription.

Research Objectives

The main purpose of my research would be to determine whether Apple should launch the Apple Health Ring in the United States. My research objectives would be to:

• Identify the consumers most likely to purchase the ring.
• Learn why some consumers do not currently use a smartwatch.
• Determine which features are most important to potential customers.
• Measure concerns about comfort, accuracy, privacy, battery life, and appearance.
• Determine whether customers would pay $299, $349, or $399.
• Compare customer opinions of the Apple concept with Oura and Samsung.
• Measure whether Apple’s brand reputation increases trust and purchase interest.
• Identify outside factors that could affect the product’s success.

Outside factors would also need to be considered. Economic conditions could affect sales because a smart ring would be an optional purchase. Privacy laws and concerns about personal health information could influence consumer trust. Apple would also have to be careful about making medical claims unless specific features received regulatory approval. Environmental concerns involving batteries, packaging, product lifespan, and electronic waste could also affect how customers view the product.

Proposed Research Design

I would use a mixed method research design that includes both secondary and primary research.

First, I would conduct secondary research using industry reports, Apple financial reports, competitor websites, customer reviews, and government information. This would help me understand the size of the market, expected growth, competitor pricing, product features, and outside factors. Apple’s 2025 annual report shows that Wearables, Home, and Accessories continue to represent a major part of its business, with approximately $35.7 billion in annual sales (Apple Inc., 2025).

Next, I would conduct primary qualitative research through online focus groups. The groups would include current Apple Watch users, former wearable users, and iPhone users who have never owned a wearable. I would ask what they like or dislike about existing devices, what features they want, and how they feel about the Apple Health Ring concept.

Finally, I would use quantitative research by surveying approximately 1,000 adult iPhone users in the United States. The survey would measure purchase interest, preferred features, acceptable prices, privacy concerns, and opinions about Apple compared with its competitors. Participants would also be shown a picture and description of the product before answering questions.

Using secondary research, focus groups, and a larger survey would provide both detailed customer opinions and measurable data. The results would help Apple decide whether enough demand exists to move forward with developing and launching the Apple Health Ring.

References

Apple. (2025, September 9). Apple debuts Apple Watch Series 11, featuring groundbreaking health insights. https://www.apple.com/newsroom/2025/09/apple-debuts-apple-watch-series-11-featuring-groundbreaking-health-insights/

Apple Inc. (2025, October 31). Annual report for the fiscal year ended September 27, 2025. U.S. Securities and Exchange Commission. https://www.sec.gov/Archives/edgar/data/320193/000032019325000079/aapl-20250927.htm

Oura. (2026, June 18). Oura Ring 4. https://support.ouraring.com/hc/articles/33045011508115-Oura-Ring-4

Samsung. (2024, July 10). Samsung Galaxy Ring, Watch7, and Watch Ultra provide intelligent health and wellness data. https://news.samsung.com/us/samsung-galaxy-ring-watch7-watch-ultra-wearables-provide-intelligent-health-wellness-data