Since acquiring Fitbit in 2021, Google has reduced the release of new models and has now finally decided to abandon the brand for smartwatches. The latest Fitbit watch models are the Versa 4 and Sense 2, released in 2022. It offered fewer features than the Pixel Watch, but had better battery life, worked with iPhone and Android devices, and was much cheaper. Now it has become known that all future Fitbit gadgets will be released only in the fitness tracker category.
Image Source: Fitbit
Recently, Google, along with the new line of Pixel 9 smartphones, introduced the Pixel Watch 3 smart watch. It became an evolutionary development of the two previous models and uses proprietary Fitbit health and fitness software.
Since acquiring Fitbit in 2021, Google’s strategy has been to release smartwatches under the Pixel brand but incorporate Fitbit’s tracking features into them. Pixel Watch owners had to use both the Pixel Watch and Fitbit apps, with health and workout data saved to their Fitbit account, although sign-in now requires a Google account.
Despite the merger with Google, Fitbit continued to release its own branded smartwatches for some time, the latest being the Fitbit Versa 4 and Sense 2 in 2022. They focused on GPS activity tracking and stress monitoring. Following the launch of the Pixel Watch 3, Google confirmed that there will be no new Fitbit-branded smartwatches.
Pixel Wearables senior director of product management Sandeep Waraich said that “Pixel Watch is part of our smartwatch portfolio,” and all potential future Fitbit gadgets will be fitness trackers in the bracelet form factor, rather than smartwatches. “Trackers are something that users clearly demand invisibility,” Varaich added. “They want longer battery life, they want ease of use, and we’re very proud of our Inspire line.”
The current Fitbit Charge 6 and Inspire 3 devices have narrow, vertical color displays and are reminiscent of the classic slim trackers that made Fitbit famous a decade ago. They track steps, heart rate, sleep and stress levels. The $179 Charge uses GPS to track movements and can integrate with Google Wallet, while the Inspire lacks these features and is priced at $109.
Many Fitbit fans are unhappy that Google is now hiding some health data behind a paywall and promoting a $10-per-month Premium subscription, when previously all Fitbit data was available for free after purchasing the device. Google has also removed fan-favorite features of the app, such as leaderboards where you can see your friends and family’s step counts.
According to many experts, the demise of the Fitbit brand is “a disgrace for technology competition.” Google is clearly winding down its hardware division and bringing Fitbit’s prized software brand to Google-branded smartwatches.