Google is officially stepping away from Fitbit branding with the launch of its latest product, the Pixel Watch 3, which has been unveiled alongside the new Pixel 9 series of smartphones. This announcement indicates the end of Fitbit-branded smartwatches as we know them, marking a significant shift for the company.
The Pixel Watch 3 is not just another smartwatch; it features the integrated health and fitness software from Fitbit, which Google acquired back in 2021. With this new launch, Google recognizes the Pixel name as the main brand for its smartwatch offerings.
The company has smartly positioned its devices to run on both the Pixel Watch and the Fitbit apps, allowing users to manage their fitness data from their smartphones. Notably, all user health information is now routed through Fitbit, where access requires a Google account.
Even though Google has fully taken the reins, Fitbit continues to operate its brand, recently releasing devices such as the Fitbit Versa 4 and Sense 2 back in 2022. These products are more focused on basic functionalities, like GPS tracking and stress monitoring, but they come with the added benefits of extended battery life and compatibility with both iPhone and Android.
What's interesting is how Google has strategically chosen to phase out the Fitbit brand for smartwatches, putting emphasis instead on their Pixel ecosystem. Sandeep Waraich, Google’s senior director of product management for Pixel Wearables, made it clear: "Pixel Watch is our smartwatch part of the portfolio," confirming the termination of future Fitbit smartwatches.
"Trackers is where users clearly tell us they want something discreet," said Waraich, alluding to the customer demand for simpler, more reliable devices. He also highlighted the continuing success of Fitbit's Inspire line of trackers, which features the latest Fitbit Charge 6 and Inspire 3 models.
These trackers are known for their slim designs and clear displays, harking back to the product style Fitbit was originally famous for over the past decade. Google’s recent changes, including limited health data access, require users to subscribe to Fitbit Premium for comprehensive insights.
Despite these improvements, many dedicated Fitbit users have expressed frustration over the subscription model, recalling the earlier days when all device data was freely accessible following purchase. The discontinuation of popular functions, like leaderboards for tracking step counts with friends, adds to this disappointment.
This shift away from the Fitbit brand reflects larger trends within the tech industry, diminishing competition as Google continues to streamline its hardware division. While Fitbit continues to release newer models, the uncertainty surrounding the support for these devices and older ones looms large.
It remains unclear whether Google will continue to provide assistance for fresh devices such as the Versa 4 and Sense 2, especially as consumers adapt to the Pixel-centric future. The tech giant is at this crossroads, deciding how to balance the legacy of Fitbit with its aspirations for its devices.
With the official discontinuation of Fitbit-branded smartwatches, users are watching closely to see what will happen next. They’re left contemplating whether Fitbit’s more basic trackers will genuinely fill the void left by the absence of smartwatches.
This rebranding is not just about the end of one name; it symbolizes the consolidation of Google’s health and fitness software under the Pixel brand. The impact of this transition, both for consumers and for Fitbit enthusiasts, is still shaking out, with the future uncertain.
While the Pixel name may be new territory for many longtime Fitbit users, the marriage between the brands could lead to more cohesive products down the line. The aftermath of this decision could guide the direction of health and wearables technology amid growing competition.
Consumers are now left to navigate this rapidly changing market, all stemming from this pivotal shift. Nonetheless, Google remains optimistic, pushing forward with its vision to integrate health as part of the Pixel ecosystem.
