Fitbit smartwatches killed off as Google pushes Pixel watch

The writing was on the wall. Google has decided to ditch Fitbit smartwatches. In decision that has not really surprised us, the company has confirmed there will be no successors to the Fitbit Sense 2 and Versa 4.

The recent launch of the Pixel Watch 3 a few days ago grabbed all the headlines. The device introduces new features such as size options for the first time. However, buried beneath the excitement of this release is a pivotal shift in strategy: Google is phasing out Fitbit smartwatches.

This revelation came to light in an Engadget interview with Sandeep Wraith, the senior director of product management for Pixel Wearables. While not an official announcement, it’s the closest we’ve come to confirmation without a formal press release from Google.

The news actually explains why we have seen so little from Fitbit in terms of hardware in the past 12 months. We were hoping the company would surprise us with a new release for IFA in early September, but that’s looking pretty unlikely now.

It also explains why the company has gradually been reducing the functionality of its existing smartwatch range. This includes the removal of third-party app compatibility, the discontinuation of the web dashboard, and the elimination of various social features like challenges.

In fact, we recently published article listing the most wished-for Fitbit features as voted by users. Well, we can cross many of these off the list now – given the news.

A brief history of Fitbit & Google’s acquisition

Fitbit, founded in 2007, quickly became a household name. At the time it was only one of a handful of brands in the wearable tech space. The company’s wearables and user-friendly app helped millions track their steps, sleep, and overall health. In 2019, Google announced its intention to acquire Fitbit for $2.1 billion, a deal that was completed in January 2021.

Essential reading: Top fitness trackers and health gadgets

The acquisition raised questions about Fitbit’s future within the Google ecosystem. Now, three years later, we’re seeing the first major signs of integration and restructuring.

This isn’t the first time Google has acquired a company only to later discontinue its products. Notable examples include Nest, where Google eventually phased out the Nest app in favor of Google Home integration. Google also sold Motorola just two years after acquiring it, discontinuing many of its product lines. Similarly, the music streaming service Songza was shut down after being integrated into Google Play Music, which itself was later replaced by YouTube Music. There are other examples, too.

The future of Fitbit

All of this means that Fitbit will shift its focus from smartwatches to activity trackers. The Pixel Watch is now positioned as the future of smartwatches for both Google and Fitbit. While Fitbit’s Sense 2 and Versa 4 will continue to be sold, no new Fitbit smartwatches are planned. Fitbit will concentrate on developing long-lasting, discreet activity trackers like the Charge, Luxe, and Inspire range.

The Fitbit app and Fitbit Premium service will continue to exist for those seeking simpler health tracking solutions. Moving forward, the focus will be on transitioning from mere tracking to coaching and real-time guidance.

Our takeaway

It’s sad that some of what Fitbit is known for is no more. One can’t help but feel that this is the beginning of the end for Fitbit. After all, its fitness tracker line is a smaller part of its business than the smartwatch line.

Our sentiment is echoed by Fitbit users on social media. Many are expressing disappointment with the news, particularly those who value the Fitbit’s battery life and specific health tracking features. Some plan to switch to Apple Watch or Garmin devices, while others are considering sticking with their current Fitbit models until they need a replacement.

There’s a general consensus that the decision aligns Fitbit’s strengths with its product line, but concerns about the future of Fitbit’s health tracking features and the overall value of the Fitbit brand remain. Overall, there is a mix of disappointment, resignation, and understanding of the business decision by some.

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