Is Google running out the clock on its Fitbit products? According to a report from TechRadar, Google "quietly confirmed" that it will no longer produce Fitbit Versa or Sense smartwatches. This comes as Google just rolled out its Pixel Watch 3 smartwatch. According to the report, Fitbit's trackers – the Inspire, Luxe and Charge – will still exist, but the implication is that five years after announcing it was buying Fitbit for $2.1 billion, Google appears to be phasing out the brand.
Google did not immediately respond for a request for comment.
Google finalized its acquisition of Fitbit in early 2021 and as recently as 2022, the co-founder of Fitbit, James Park, said that Google's Pixel watches would not kill off Fitbit. Park did tell CNET at the time that some of Fitbit's technology would move away from just watches and trackers.
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In early June, Fitbit introduced the Fitbit Ace LTE for kids. But on its storefront, this is the only smartwatch available other than the Versa and Sense, alongside two versions of the Google Pixel 2. Also in June, Fitbit announced it would no longer support its browser-based dashboard, requiring users to use its mobile app instead. Last year, Fitbit said it was employing AI to get better insights into user health data.
Fitbit offers a Premium plan for its device users at $9.99 a month (the first six months are included with a purchase) and it also sells a smart scale called Aria Air.