Apple, a brand synonymous with cutting-edge technology and innovation, is facing a serious setback that is frustrating both the company and its loyal customer base. The Apple Watch Series 10 has been released, but it comes with a significant loss: the absence of the blood oxygen measurement feature for U.S. customers. For those upgrading from the Series 6, 7, 8, or 9, this means losing a key health monitoring tool that was once a major selling point of previous Apple Watch models.
The problem isn't technological limitations but legal complications. Apple has been embroiled in a patent dispute with Masimo, a healthtech company that claims Apple has infringed on its pulse oximeter technology. The result of this conflict has had wide-reaching consequences for Apple and its customers alike.
The Origins of the Apple-Masimo Dispute
To understand the root of this issue, we need to revisit a 2013 meeting between Apple and Masimo. At the time, Apple had shown interest in a potential partnership with the medical technology company. Masimo claims these meetings were nothing more than a ruse, accusing Apple of attempting to poach key employees and gather inside information on their pulse oximeter technology.
In the years following, Apple did indeed hire several of Masimo’s top staff, including their Chief Medical Officer. This hiring spree took place ahead of the launch of the Apple Watch, which debuted with various health-related features, including a blood oxygen sensor. However, Masimo alleges that Apple not only poached their talent but also infringed on their pulse oximeter technology, which Masimo had spent years perfecting.
The Legal Battle and Its Consequences
The patent dispute led Masimo to file a complaint with the International Trade Commission (ITC). In January 2024, the ITC ruled that Apple had indeed infringed on Masimo's patents, leading to a significant consequence: Apple was ordered to remove the blood oxygen measurement feature from all new Apple Watch Series 10 and Ultra 2 models sold in the United States. This decision did not require the removal of the feature from watches already sold, but it created a major headache for customers looking to upgrade.
For anyone in the United States upgrading from an Apple Watch Series 6, 7, 8, or 9, this means losing access to a feature that had become crucial for health monitoring. Customers who rely on the blood oxygen sensor for tracking their wellness now find themselves in a difficult position: stick with an older model or upgrade to the latest watch and sacrifice a key feature.
How This Impacts Apple and Its Customers
The removal of the blood oxygen feature is more than just a missing line in the specs sheet; it's a significant loss for consumers who have become accustomed to tracking their oxygen levels. Especially during the Covid-19 pandemic, pulse oximeters became household items, helping people monitor their oxygen saturation levels during illness. Having this feature built into an Apple Watch was convenient, and its loss feels like a regression in technology, not an upgrade.
Apple prides itself on offering cutting-edge technology, but in this case, it is now falling behind competitors. Nearly all other fitness trackers on the market, including those from Fitbit, Garmin, and Samsung, offer blood oxygen monitoring as a standard feature. The absence of this functionality in the latest Apple Watch Series 10 and Ultra 2 models is embarrassing for the company and frustrating for its customers.
Reviewers of the Series 10 have not been shy about highlighting this issue. Wired, a well-known tech publication, called it "ridiculous" that a feature so widely available on other fitness trackers is missing from the latest Apple Watch. For many users, the blood oxygen sensor was not something they used daily, but its absence is glaring in a product that is supposed to represent the latest in wearable technology.
A Simple Solution: License the Technology
While the legal battle rages on, there is a simple solution that could benefit both Apple and its customers: Apple should license Masimo's technology. This would allow the company to continue offering the blood oxygen measurement feature on new models while still appealing the case in court. Many companies, including Masimo, initially claim they have no interest in licensing their technology, but this is often a negotiation tactic. Licensing could potentially allow Apple to offer the feature to its U.S. customers while fighting the case in court.
By taking this pragmatic approach, Apple could avoid further embarrassment and prevent its customers from being forced to choose between upgrading and losing a crucial feature. Furthermore, if Apple ultimately wins the legal battle, it could pursue legal action to reclaim any royalties paid during the dispute.
The Potential Long-Term Impact on Apple’s Brand
For a company that has built its reputation on innovation, this situation is damaging. Apple is known for setting trends, not falling behind them, and losing the blood oxygen feature while competitors retain it is a blow to its brand. Customers who expect the latest and greatest technology from Apple are now being told they must downgrade their health monitoring capabilities if they want to upgrade to the Apple Watch Series 10 or Ultra 2.
The longer this dispute drags on, the more it could hurt Apple’s standing in the wearable technology market. Customers may begin to look elsewhere, especially with companies like Samsung and Garmin offering feature-rich alternatives. Moreover, Apple's refusal to license the technology could be seen as a sign of stubbornness rather than strength, alienating loyal customers who just want their health features back.
Conclusion: Apple Needs to Act
The legal battle between Apple and Masimo is hurting both companies, but the biggest losers are Apple's loyal customers. The absence of the blood oxygen measurement feature on new Apple Watch models is not just an inconvenience—it's a significant downgrade in functionality. While Apple continues to fight this battle in court, it would be wise to take a more pragmatic approach by licensing the technology from Masimo. Doing so would allow Apple to continue offering the health-monitoring features that have become a staple of its Apple Watch lineup, while also protecting its reputation in the market.
For now, customers are stuck in limbo, forced to choose between upgrading to a newer watch or sticking with an older model to retain the blood oxygen measurement feature. It’s a situation that is both embarrassing for Apple and frustrating for its users.
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