Google has responded to online rumors suggesting that it is discontinuing the Fitbit brand, asserting that the brand is not being phased out. The tech giant, which acquired Fitbit in 2019, emphasized its ongoing commitment to both the Fitbit brand and its customers. A Google representative confirmed that new Fitbit-branded products are in development, dispelling concerns about the future of the brand.
These rumors were fueled by a report from TechRadar, which claimed that Google had “quietly confirmed” it would no longer produce Fitbit’s Versa and Sense smartwatches. The report also noted that while Fitbit’s trackers like the Inspire, Luxe, and Charge would remain, the narrative suggested that Google might be gradually reducing its focus on the Fitbit brand. This speculation coincided with the release of Google’s Pixel Watch 3, which integrates some Fitbit technology, further fueling rumors of a potential phase-out.
Google, however, refuted these claims, pointing to the recent launch of the Fitbit Ace LTE, a kid-focused product, as evidence of its continued investment in the Fitbit brand. The company also highlighted the innovations brought to the Pixel Watch 3, which incorporate Fitbit’s technology, indicating that Fitbit’s influence within Google’s broader smartwatch strategy remains significant.
Despite Google’s reassurances, some concerns linger due to recent decisions impacting the Fitbit ecosystem. For instance, Fitbit discontinued support for its browser-based dashboard, pushing users to rely solely on its mobile app.
Additionally, although Google has integrated Fitbit technology into its Pixel watches, the availability of Fitbit smartwatches like the Versa and Sense appears limited on its storefront, further sparking speculation about the brand’s future.
Lastly, Fitbit continues to offer a Premium subscription service and other health-focused devices like the Aria Air smart scale. While the brand’s trajectory may seem uncertain to some, Google’s statements and product launches suggest that Fitbit will continue to play a role within the company’s product lineup, albeit potentially in a more integrated manner with Google’s other wearable technologies.
