'I'm going to keep winning by innovating': Ring founder Jamie Siminoff isn't sweating Apple's smart home push Brian Sozzi · Executive Editor Mon, October 12, 2026 at 10:48 AM EDT 3 min read AMZN -0.43% AAPL +0.95% Explore stocks on Coinbase Trading disclosure Trading disclosure The above button links to Coinbase. Yahoo Finance is not a broker-dealer or investment adviser and does not offer securities or cryptocurrencies for sale or facilitate trading. Coinbase pays us for certain activity generated through this link. Prices displayed are informational.
Listen and subscribe to Power Players with Brian Sozzi on Apple Podcasts, Amazon Music, Spotify, YouTube, or wherever you find your favorite podcasts.
Ring founder Jamie Siminoff said he does not have a picture of new Apple (AAPL) CEO John Ternus in his office as a motivational tool.
He is simply heads down in his role as inventor and leader at Ring, where he is now an employee of Ring owner Amazon (AMZN).
"I'm going to keep winning by innovating and coming out with products that no one has ever seen that deliver huge value and that people want to reward me because it delivers them value. They're going to reward me by buying it. I'm just going to keep doing that. Keep my head down," Siminoff said in a new episode of the Power Players with Brian Sozzi podcast (video above; listen in below).
Siminoff is fresh off debuting Ring's first smart lock, which features a first-of-its-kind power dial that lets you recharge the lock by hand if the battery dies.
It also eliminates the standard door key in four ways: a fingerprint reader, a keypad, the Ring app, or via Alexa. The new smart lock will integrate with Ring and Amazon devices and will be available in early 2027.
And it's likely to go toe-to-toe with a reinvigorated Apple in the smart home market.
Apple is widely expected to anchor its upcoming Welcome Home event this week with the reveal of its long-rumored — and well behind the curve — dedicated smart home display hub.
The hub could include a video doorbell, a smart lock, and a smart thermostat, developed through a strategic partnership with LG Electronics (066570.KS), in a direct challenge to Amazon's Ring and Google's (GOOG, GOOGL) Nest.
Apple is finding a formidable competitor in Siminoff and Ring.
This success story began in Siminoff's garage with a product he called Doorbot. He pitched Doorbot on Shark Tank in 2013, seeking $700,000 for a 10% stake.
Surprisingly, he walked away empty-handed after all investors rejected the opportunity — a decision that Kevin "Mr. Wonderful" O'Leary later called one of Shark Tank's biggest misses.
Siminoff went on to rename the product Ring, turning it into one of the most ubiquitous home consumer products. He sold the business to tech giant Amazon in 2018 for $1.15 billion.
Ring has since developed a host of connected security products, from floodlights to new iterations of its iconic connected doorbell.
Siminoff left Amazon in 2023, only to return in early 2025 to lead its suite of security products.
He said he has been tasked with taking the connected security platform to new heights by tapping into the power of AI while driving a more efficient business.
The new smart lock is all part of the product roadmap.
"I love winning, but my way of winning is I'm going to build a lock that no one else has," Siminoff said.
Brian Sozzi is Yahoo Finance's Executive Editor, host of the Sozzi Unleashed morning show and the Power Players with Brian Sozzi podcast, and a member of Yahoo Finance's editorial leadership team. Follow Sozzi on X @BrianSozzi, Instagram, and LinkedIn. Tips on stories? Email brian.sozzi@yahoofinance.com.
Click here for in-depth analysis of the latest stock market news and events moving stock prices
Read the latest financial and business news from Yahoo Finance
