Apple, Fitbit, and Whoop will not like Oura’s new updates

New features from Oura might be a wake-up call for Apple, Fitbit, Whoop

May 21, 2025 - 14:08

Apple, Fitbit, and Whoop will not like Oura’s new updates

I knew something was off when my Oura step count suddenly tanked a few weeks ago. I was hitting the gym six days a week, walking everywhere, and crushing errands, yet my numbers weren't adding up.

It turns out I wasn't imagining things.

Jason Russell, VP of Consumer Software Product at Oura, later confirmed I was probably part of a small group — just 2 to 4% — affected by a bug that misinterpreted smaller gait patterns.

Considering I'm barely five feet tall with shoes on...this completely makes sense.

The glitch has since been fixed. But it was just the appetizer. Today’s main course? A major software update and new features from Oura.

And if you're Apple, Fitbit, or Whoop, you may want to pay closer attention.

For Oura, accuracy isn’t just a feature — it’s the foundation.
Image source: Oura

Oura rolls out game-changing features for fitness and activity tracking

Today, Oura announced a huge software update doubling down on movement tracking — more accuracy, better functionality, and cleaner user data.

Earlier this week, during my interview with Russell, I asked about competitors like Apple, Fitbit, and Whoop. He shrugged. "We actually don’t compare ourselves to competitors when it comes to accuracy," he told me. "Instead, we measure ourselves against the medical gold standard."

The biggest headline? A revamped, machine-learning-driven, step-counting algorithm brings Oura closer to pedometer-level accuracy. It weeds out false counts — like those accidental steps from typing or motorcycle rides — so your step totals actually reflect real movement.

"Members kept saying, ‘I don’t trust these numbers,’" Russell explained. "This change restores that trust."

Another win: Oura now imports heart rate data from Apple Health and Google Health Connect, fixing gaps in Readiness and calorie tracking.

"We think this is going to be a game changer," Russell said. "It’s going to help people get credit for the work they’re really doing."

Other standout upgrades include:

Ability to edit or add activities up to seven days prior
24/7 activity tracking — even between midnight and 4 a.m.
New active minutes trend view, now with the ability to adjust heart rate zones using your max HR
GPS-based running splits for more detailed walking and running insights
Partner integrations with CorePower Yoga, The Sculpt Society, Technogym, and Open

One thing’s clear: Oura is listening — and making moves.

How Oura’s commitment to accuracy sets it apart

This update packs flashy features, but Oura’s real advantage — and market threat to competitors — lies beneath the surface.

Russell emphasized Oura’s obsessive focus on accuracy. "We’re at the optimal spot on your body for accurate heart rate," he said. "We intentionally avoid screens, buzzes, and flashy distractions. Our goal is quiet effectiveness until we have something important to say."

Even in tricky metrics such as step count or calories burned, Oura sticks to science. Its sleep tracking matches polysomnography, the clinical gold standard, with 80% accuracy.

"All wearables estimate," Russell said. "But we’ve slashed our margin of error by 61%." That kind of precision isn’t just a spec — it’s something users can actually trust.

As the wearables market grows more crowded, Oura is making a serious push to lead the wellness space. With sharper data, smart partnerships, evolving AI tools, and a fast-growing user base, Oura is positioning itself to pull market share from the major players.

And if loyal users like me already feel the improvement, Apple, Fitbit, and Whoop should definitely feel the heat.