Wearable and fitness tech companies are increasingly turning to subscriptions for additional revenue, a trend exacerbated by Trump’s tariffs that are set to push up prices of gadgets.
Garmin and Polar’s switch to subscriptions for additional services previously offered for free has drawn criticism, while Oura Health also faced a backlash when it introduced a subscription for its smart ring in 2021.
Tech YouTuber Marques Brownlee also incurred criticism when launching a subscription to his wallpaper app.
However, as hardware prices are set to rise, consumers may have to get used to subscriptions as a way for hardware companies to stay viable.
“If hardware becomes more expensive, software will be a way for hardware companies to grow,” says subscriptions expert Robbie Kellman Baxter.
Companies will need to ensure that they can deliver value through their subscriptions to prevent alienating customers.