Since its acquisition of Fitbit in 2019, Google has been gradually incorporating Fitbit features into Pixel-branded smartwatches.
The announcement of the Google Pixel Watch 3 at last week’s “Made by Google” event has spurred concerns that the tech giant could be discontinuing smartwatches under the Fitbit brand. Recent reports suggested that the Fitbit Sense or Versa models were being phased out as Google is looking to streamline its line of smartwatches under the Pixel Watch series.
However, Google has since denied these reports and said that it has no current plans to discontinue the Fitbit Sense or Fitbit Versa product lines, according to a report by Ars Technica.
“We are very committed to Fitbit, and even more importantly to the customers that use and depend on those products and technology. It’s also worth noting that many of the health and fitness features we launched in Pixel Watch 3 were because of Fitbit’s innovation and ground-breaking fitness advancements. In addition, we just launched Fitbit Ace LTE, [a smartwatch for kids released on June 5], and you’ll continue to see new products and innovation from Fitbit,” a Google spokesperson was quoted as saying.
“Part of everything that we just launched from Pixel Watch is based on Fitbit technology, so it is not going anywhere,” they added.
Since its acquisition of Fitbit in 2019, Google has been gradually incorporating Fitbit features into Pixel-branded smartwatches. For instance, the daily readiness score, which was only available to Fitbit Premium subscribers, now comes with the newly unveiled Google Pixel Watch 3 for free. Owners of the Pixel Watch 3 are also eligible for a free six-month subscription of Fitbit Premium.
On the other hand, the Sense and Versa smartwatches still lack key features that enable users to control and access music apps. The Fitbit.com online dashboard and other social features are no longer available along with the ability to sync Fitbit smartwatches with computers, according to TechRadar.
In 2022, it began migrating all Fitbit user accounts to Google and proceeded to shut down the Fitbit SDK for app development. Long-term Fitbit users have also alleged that customer support services have become worse since the takeover.
What will happen to Fitbit moving forward?
Based on Google’s numerous changes to the wearable brand, reports speculate that Fitbit-branded devices will eventually become limited to fitness trackers such as the Fitbit Inspire, Luxe, and Charge ranges.
“Moving forward everything from Fitbit would focus on the more minimalistic, long-lasting trackers the brand has become synonymous with,” Sandeep Waraich, the senior director of product management for Pixel Wearables, was quoted as saying by Engadget. “Pixel Watches are our next iteration of smartwatch for Fitbit,” he reportedly said.
