quickutilities – The latest smart ring in the wearable health tech market, Circular Ring 2, faces growing criticism over unexpected feature costs. The company launched the device through a successful Kickstarter campaign in the spring and marketed it as a one-time purchase with no subscription fees. This key selling point aimed to set it apart from competitors like the Oura Ring, which requires a monthly subscription.
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The promise of advanced health analytics, including blood pressure and blood sugar tracking, drew in early backers. The campaign generated significant interest, and the company shipped the first 1,000 units just last week. Priced at $249, the ring offered a lower-cost alternative to the Oura Gen 4, which currently sells for around $349 on Amazon.
Circular promoted the ring’s ability to perform electrocardiograms (ECG) and estimate both blood pressure and blood sugar levels. These features, if accurate, could give users deeper insights into cardiovascular and metabolic health. However, as with similar devices like the Samsung Galaxy Watch8, blood pressure tracking likely requires calibration with a traditional cuff. The blood sugar reading is only an estimate and is not intended for medical decision-making.
Despite a strong launch, Circular surprised users by locking its two most anticipated features—blood pressure and blood sugar analysis—behind a digital paywall. Users must now either make microtransactions or pay with “Circular Coins,” the company’s proprietary in-app currency, to access them.
Backers Feel Misled as Circular Clarifies Its Monetization Model
Many Kickstarter backers voiced frustration in the campaign’s comment section, claiming that the device now essentially includes a subscription model. This runs counter to Circular’s original marketing, which emphasized a no-subscription promise. In response, the company issued a clarification, stating that the ring’s 13 “core features” remain free to use.
Circular announced it will release the upcoming health features through a software update later this year. However, the company has not disclosed the real currency cost or the number of “Circular Coins” required. Users can reportedly earn Circular Coins by actively using the ring, suggesting a fitness gamification model, which may frustrate those seeking full functionality right away.
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The lack of pricing transparency and shifting feature access have raised concerns about the company’s long-term business model. Some users worry that other features might also be gated in future updates. Circular’s messaging now focuses on the optional nature of the premium analytics and assures users that they can still enjoy a full experience without paying extra.
As wearable tech becomes more advanced, user expectations around pricing and transparency are rising. For Circular, maintaining trust with its early adopters will be key. How the company handles future updates and pricing could determine whether it secures a lasting place in the competitive smart ring market.
