Apple is working to overturn the ban on its latest Apple Watch Series 9 and Ultra 2 smartwatches in the US. The iPhone maker is actively exploring potential solutions, including software changes to the algorithm used for measuring blood oxygen.
Bloomberg reports that Apple’s smartwatch business is valued at around $17 billion, and Apple engineers are currently “adjusting" the algorithms to change how the patented technology determines oxygen saturation in blood, and presents the data to customers.
This development comes mere hours after reports surfaced of Apple facing a ban on selling its newest smartwatches in the US. For those uninitiated, this ban by the ITC is a result of a patent infringement dispute with Masimo, a creator of medical-grade equipment such as pulse oximeters.
While Apple could be banking on a presidential veto from the Biden administration, if that fails, the company will be compelled to halt smartwatch sales on December 21, with store pickups and deliveries stopping by December 24, just a day before Christmas.
Alternatively, Apple might opt to resolve the matter with Masimo directly, although this is not a typical approach for the iPhone maker. The primary focus remains on modifying the product and persuading the regulators who imposed the ban.
What will Apple do if the ban isn’t reversed?
If the ITC ban remains in place, Apple will be unable to import Apple Watch Series 8 and Apple Watch Ultra 2 into the US, prompting a halt in sales starting December 21. In response, Apple is reportedly preparing its stores for a transition. This involves promoting the Apple Watch without showcasing photos of the Series 9 and the Ultra 2. Notably, the lower-end Apple Watch SE 2 will still be available, as it lacks the capability to measure blood oxygen levels.
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