Google’s acquisition of Fitbit in early 2021 may be signaling the end of Fitbit smartwatches, as Google has reportedly confirmed that it will no longer produce the Versa or Sense models. This news comes as Google has recently rolled out its own Pixel Watch 3 smartwatch, raising questions about the future of Fitbit products. While Fitbit’s trackers like the Inspire, Luxe, and Charge will still be available, it appears that Google is phasing out the Fitbit brand. Despite earlier reassurances from Fitbit co-founder James Park that Google’s Pixel watches would not replace Fitbit, it seems that the brand may be moving away from smartwatches and trackers in the future.
In early June, Fitbit introduced the Fitbit Ace LTE for kids, but this is currently the only smartwatch available on its storefront besides the Versa and Sense models. Alongside the smartwatches, Fitbit also offers two versions of the Google Pixel 2. Additionally, Fitbit recently announced that it would no longer support its browser-based dashboard, requiring users to use its mobile app instead. The company has been utilizing AI to provide better insights into user health data, and it now offers a Premium plan for device users at a cost of $9.99 per month, with the first six months included with a purchase. Fitbit also sells a smart scale called Aria Air, expanding its product offerings beyond just smartwatches and trackers.
Despite Google’s acquisition of Fitbit and the recent rollout of its Pixel Watch 3, Fitbit has continued to introduce new products and services. The brand has maintained a presence in the market with offerings like the Fitbit Ace LTE for kids and its Premium plan, aimed at providing users with improved health insights and services. However, the decision to discontinue support for the browser-based dashboard indicates a shift towards a more app-based experience for users. As Fitbit adapts to changing consumer trends and integrates more AI technology into its products, it remains to be seen how the brand will evolve under Google’s ownership.
The decision to phase out the Fitbit Versa and Sense smartwatches in favor of the Google Pixel Watch 3 raises questions about the future direction of the Fitbit brand. While Fitbit’s trackers like the Inspire, Luxe, and Charge will still be available, it seems that Google may be prioritizing its own smartwatch offerings over those of Fitbit. The move to discontinue support for the browser-based dashboard suggests a shift towards a more mobile app-centric experience for Fitbit users, which aligns with broader industry trends towards app-based health and fitness tracking. As Fitbit continues to innovate and introduce new services like the Premium plan and Aria Air scale, the brand may be positioning itself for a new phase of growth under Google’s ownership.
While Fitbit’s future as a brand under Google’s ownership remains uncertain, the company has shown a commitment to innovation and adapting to changing consumer preferences. By introducing new products like the Fitbit Ace LTE for kids and offering a Premium plan with enhanced health insights, Fitbit continues to expand its offerings beyond just smartwatches and trackers. As Google focuses on its own Pixel Watch 3 smartwatch, it will be interesting to see how Fitbit’s products and services evolve in the coming years. With the increasing integration of AI technology and a shift towards app-based experiences, Fitbit may be positioning itself for a new chapter in its evolution as a health and fitness brand.
