"I think [Apple is] probably keeping a close eye on Samsung and a close eye on us, but it's hard to do this product category right," Hale added.
"It feels like magic," he said. The finger is the 'most accurate location for tracking your biometrics'."
"I think they [Apple] are unconvinced about the value of having a ring and a watch together and they're not interested in undercutting the Apple Watch as a business," Hale told CNBC in an interview.
Hale said Oura stood out from competitors like Apple in accuracy. Smartwatches that measure the same elements at the wrist are 'less accurate'.
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