Apple dominates consumer technology. Apple Pay is widely used. And yet, Apple is unlikely to ever release a true payment ring. They are most likely to launch a health ring as they have all the data but even that is not appealing enough to them.
The reason isn’t technology. It’s business model.
Apple Pay Is Not a Payment Product — It’s a Feature
Apple Pay works brilliantly, but it is:
- Dependent on iPhones and Apple Watches
- Battery-powered
- Screen-based
- An extension of Apple’s hardware ecosystem
Apple Pay exists to sell more devices, not to replace them. A standalone, battery-free payment ring would do the opposite.
Payments Don’t Match Apple’s Economics
Apple’s core strengths are:
- Premium hardware margins
- Mass-market scale
- Minimal regulatory friction per product
Payments introduce:
- Thin transaction margins
- Heavy regulation
- Financial liability
- Ongoing compliance costs
- Country-by-country operational complexity
Apple has explored deeper financial services before — and repeatedly stepped back when the costs, regulation, and risk outweighed the upside. Payments don’t scale like devices. They scale like banks.
Why a True Payment Ring Conflicts With Apple’s Strategy
A real payment ring must:
- Work without charging
- Work without a phone
- Replace wallets entirely
That kind of product reduces dependence on phones and watches. It also generates lower margins. There are a lot or reports on the true cost of iphones and how much apple charges for the designs and brand name. Even at the lower end, Apple currently charges 30% on all App store downloads. Its rare to see financial entities charges that much.
Payment rings requires bank-level compliance and close collaboration with banks, financial regulators and payment networks. This shifts Apple closer to being a financial institution.
That’s a fundamental departure from Apple’s DNA.
Orukka Was Built for What Apple Avoids
Orukka did not start as a hardware company. It started as a payments company. Each ring comes with the Monesave app. The app still allows users compete for challenges with other Orukka ring users.
That means:
- Financial regulation is a feature, not a burden
- Lower margins are expected and sustainable
- Infrastructure is built market by market
- Simplicity at the user level is the priority
Orukka, however, doesn’t need screens, batteries, or upgrades to succeed.
One App. One Ring. Payments First.
Orukka delivers what even the biggest tech companies avoid:
- A banking app you wear
- A battery-free payment ring
- Optional fitness tracking in the same app
- A unified experience for money and health
That said, Orukka welcomes competition, collaboration and more options for our customers.
