Since acquiring Fitbit in 2021, Google has gradually shifted its strategy for the smartwatch brand. Initially, this included a reduction in the number of new Fitbit models, and now, Google has decided to permanently discontinue the Fitbit smartwatch line. The final Fitbit watches were the Versa 4 and Sense 2, both released in 2022. While these models offered fewer features than the Google Pixel Watch, they were praised for their longer battery life, compatibility with both iPhone and Android devices, and lower price point. Moving forward, all future Fitbit devices will fall under the fitness tracker category.
Pixel Watch Takes the Lead
Google has been integrating Fitbit’s proprietary health and fitness software into its Pixel Watch series. The recently introduced Pixel Watch 3, which debuted alongside the Pixel 9 smartphone line, represents an evolution of this strategy. Despite the merger, Fitbit continued to release its own branded smartwatches, with the last being the Versa 4 and Sense 2 in 2022. However, following the launch of the Pixel Watch 3, Google confirmed that no new Fitbit-branded smartwatches would be released, signaling a clear shift in focus towards the Pixel brand.
According to Sandeep Waraich, senior director of product management at Pixel Wearables, the Pixel Watch is now considered a central part of Google’s smartwatch offerings. Any potential future Fitbit gadgets will be limited to fitness trackers in the form of wristbands, rather than full-fledged smartwatches. Waraich emphasized that trackers are preferred by users for their unobtrusiveness, longer battery life, and ease of use. The current Fitbit Charge 6 and Inspire 3 models continue this legacy, offering slim designs with vertical color displays that track various health metrics, including steps, heart rate, sleep, and stress levels.
Changes and Concerns
Many Fitbit fans have expressed frustration with recent changes, including the introduction of a $10-a-month Premium subscription that locks some health data behind a paywall, a stark contrast to the previously free access with device purchase, notes NIX Solutions. Additionally, features like leaderboards, which allowed users to compare step counts with friends and family, have been removed. Despite these concerns, Google appears committed to its new direction. We’ll keep you updated on any further developments in the transition from Fitbit-branded devices to Google’s broader wearable technology strategy.
The discontinuation of the Fitbit brand marks a significant shift in the tech landscape, with experts calling it “an embarrassment to tech competition.” As Google winds down its hardware division, it is clear that the valuable Fitbit software brand will now primarily serve Google-branded smartwatches.