Google clarifies stance on Fitbit’s future, but questions remain
We reported yesterday on Google’s intention to discontinue Fitbit smartwatches. This has now prompted a response from the tech giant. In a statement to ArsTechnica, a Google spokesperson reaffirmed the company’s commitment to Fitbit and its user base. However, this clarification has raised as many questions as it has answered.
“We are very committed to Fitbit, and even more importantly to the customers that use and depend on those products and technology,” the spokesperson stated.
The statement highlights the integration of Fitbit technology into Google’s products: “Many of the health and fitness features we launched in Pixel Watch 3 were because of Fitbit’s innovation and ground-breaking fitness advancements.” No denying that. The Pixel Watch 3 packs pretty much the exact same health sensors as Fitbit’s smartwatch line.
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Google also pointed to ongoing product development within the Fitbit brand: “We just launched Fitbit Ace LTE, and you’ll continue to see new products and innovation from Fitbit.”
While that’s all very nice, it should be noted that this statement doesn’t really negate earlier reports about the discontinuation of the Sense and Versa smartwatch lines. Instead, it appears to be a carefully worded assurance that the Fitbit brand itself isn’t disappearing. No-one claimed it was.
A non-denial denial
This response from Google has been characterized by some as a “non-denial denial.” While affirming commitment to the brand, it doesn’t directly contradict the suggestion that Fitbit smartwatches might be merged into the Pixel Watch line. One only needs to look at Google’s history of acquiring companies and subsequently discontinuing or integrating their products into its own ecosystem.
Several other factors contribute to skepticism about the future of Fitbit smartwatches. Over the past few years, Fitbit has gradually removed features from its existing smartwatches, including third-party app support and social features. Most recently the Fitbit web dashboard has been resigned to history.
Maintaining two distinct smartwatch lines with separate operating systems would likely incur additional costs and complexities for Google. Sure, technically the Fitbit Ace LTE is a smartwatch. But it is meant for kids and Google does not have a kids smartwatch of its own.
As they say, actions speak louder than words. The true test of Fitbit’s smartwatch future may come in the next few weeks. IFA, Europe’s largest tech gathering, is just a few weeks away, and Fitbit typically showcases new products at this event. If no new smartwatches are unveiled, our money is that the Sense and Versa lines are indeed being phased out.
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