Upgrading to the latest Apple Watch model can be pretty exciting, but for an American customer switchover from the Series 6 to the Series 10, there has been a glaring omission: loss of blood oxygen measurement feature. It is one of the features offered by earlier versions which a new watch sold in America would lose as well as due to the patent infringement over Masimo, a health technology company.
Here's a short glimpse of what happened and how it impacts Apple's customers seeking for a good smartwatch.
Apple Watch Blood Oxygen Ban: What Happened?
If you bought an Apple Watch Series 6, 7, 8, or 9 before Jan. 18, your watch came with a blood oxygen sensor. Many people found this really helpful during the COVID-19 pandemic.
Unfortunately, the Series 10 and Ultra 2 watches won't have this feature anymore. Do you know why? It's because of a long legal fight between Apple and Masimo. Masimo is a company that creates advanced pulse oximeters used in hospitals around the world.
Now, according to The Verge, Masimo is bringing the now-removed feature to Google and Qualcomm in the latest deal.
The legal battle started when Masimo alleged the iPhone maker of infringing its blood oxygen sensor patents.
Apparently, in 2013, Apple approached Masimo for an opportunity to collaborate. However, Masimo claimed that the opportunity was used by Apple to lure some of Masimo's key employees, including its chief medical officer, for expertise to procure for its health tech developments.
Masimo, however, claims that Apple simply included its patented blood oxygen technology in the Apple Watch without permission. It's because of this reason, ITC deemed that Apple should delete the blood oxygen feature in its new sales and replace stock amounts of watches sold in the United States by January 18, 2023.
The stock already in existence with this feature remained intact but consumers looking forward to upgrading to the Series 10 would not have this feature in place.
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Impact on Apple and Customers
Interestingly, the ITC decision has been very super restrictive, allowing only existing users of Apple Watches to retain the blood oxygen feature. The same renders new buyers frustrated since those who may want to upgrade to the Series 10 have to decide between losing a critical health tool that, in most fitness trackers, has become standard.
One tech review online says that it's disappointing that Apple didn't include blood oxygen sensing in the Series 10, especially after almost every other fitness tracker on the market has included it. Many users truly appreciated it, even if they did not make a habit of using it daily, during the height of the pandemic.
Indeed, the removal of this feature is humiliating for Apple and frustrating to consumers, who increasingly have grown to expect that every new addition brings some new promises of progress and perfection. Instead of adding capability, Series 10 buyers are losing functionality that has become deeply woven into the fabric of the appeal of the Apple Watch.
Can Apple Bring Back the Blood Oxygen Feature?
According to 9to5Mac, one potential solution would be for Apple to license the technology from Masimo while continuing its appeal on the legal front. Masimo has said that it's not interested in licensing the tech, but that could be an effort at negotiation, and in the context of this kind of deal, it would benefit both companies.
That way, the company will be allowed to reintroduce the blood oxygen feature in future watches, so that the customers aren't saddled with a diminished product experience.
Licensing would also save reviewers from criticizing the Series 10 for lacking certain features that are now ubiquitous in other smartphones. On the brighter side, it will help Apple maintain its reputation of being at the edge of innovation. Though Apple may assume that it has done nothing wrong, common sense dictates preventing further customer dissatisfaction.
What Should Apple Do in the Future?
Apple has a history of never retreating in patent wars, and it seems patently obvious that the company believes it is doing the right thing in this case. But negotiating a temporary licensing agreement with Masimo would prevent further disruption for Apple's customers and allow the brand to stay on its game without losing some key features that put it ahead.
Now, Apple can carry on with its litigation battle while at the same time ensuring that the blood oxygen sensor is offered in new watches. And if Apple wins the battle, they can ask Masimo for a refund of all the patent royalties paid to Masimo up until now. Meanwhile, people still can upgrade to the latest model without sacrificing some functionality.
Such lost features could prove damaging to the loyalty of the customers and perceptions of a brand in the technological fast world of the future.
Apple can win this battle in a way that will allow all parties to benefit, especially the most important of those customers, who depend on the health functionalities that make the Apple Watch different.
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