Google is denying online reports that it is ending the Fitbit brand, and a representative says that the company has new Fitbit-branded products in the pipeline.
A spokesperson for Google, which purchased Fitbit in 2019, told CNET in an email, “We are very committed to Fitbit, and even more importantly to the customers that use and depend on those products and technology.”
According to a report from the site 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, which Google says incorporates some of Fitbit’s technology. According to the TechRadar 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 is phasing out the brand.
Google insists this is not the case. It said in its statement that in addition to the innovations Fitbit brought to the Pixel Watch 3, “we just launched Fitbit Ace LTE, and you’ll continue to see new products and innovation from Fitbit.” The Ace LTE launched in June and is geared toward kids.
Read more: Best Smartwatch for 2024
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.
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 $10 a month (the first six months are included with a purchase) and it also sells a smart scale called Aria Air.