Apple is known for its iconic sayings: “It’s better to be a pirate than join the navy,” “Think different,” and the ever-memorable “A thousand no’s for every yes.” While some are just clever marketing, that last one is at the heart of Apple’s product development strategy and might also reveal where the company could be at risk.

Apple has consistently shown a strong ability to say “no”—it’s rejected the idea of making cars, TVs, and multi-device chargers that risk overheating. It’s also resisted joining the trend of foldable smartphones. The few exceptions, like the Vision Pro, show Apple’s selective approach. However, there’s a concern that this reluctance might lead Apple to miss promising opportunities.

One recent example involves Apple’s rumored smart ring. According to sources, Apple may have abandoned plans for this device, a decision that could be a missed chance. The smart ring, with its potential to act as a Vision Pro controller, biometric unlock key for Macs, or even a Health and Fitness+ accessory, aligns well with the Apple ecosystem. It could be the logical next step in wearable tech, building on the Apple Watch’s connection to other Apple devices in a smaller, more discreet form.

If the smart ring market gains momentum, Apple might regret staying out. Waiting has worked before, but as we’ve seen with technologies like AI and foldables, joining the trend late doesn’t always pan out. A narrow focus can be wise, given the high costs and risks in tech development, but it may also lock Apple out of markets that have yet to prove their potential.

Perhaps not every product launch needs a massive marketing campaign and a dedicated Apple Store section. Apple could consider experimental launches with limited user access, keeping options open for promising products like a smart ring while staying true to its rigorous standards.