When Google introduced its first Pixel Watch in October 2022, it became clear that the landscape for Fitbit smartwatches was about to change. The launch hinted at Google’s intention to position itself as a formidable contender against the Apple Watch, leveraging Fitbit’s well-regarded technology to bolster its own offerings. Although Fitbit continued to release new models, these seemed to be the last remnants of a once-dominant brand now overshadowed by Pixel.
According to a recent report from TechRadar, Google has discreetly halted production of the Fitbit Sense and Versa series, signaling a definitive shift in its wearable strategy. Moving forward, Fitbit will focus solely on fitness trackers like the Charge and Inspire, while smartwatch innovations will be reserved exclusively for the Pixel line.
This news, though not entirely surprising, has left many longtime Fitbit users, myself included, with mixed feelings. Having been a fan of Fitbit since the original Fitbit Flex, it’s disappointing to see the brand’s smartwatch era come to a close. Yet, given the trajectory of Google’s product development, this outcome seemed inevitable. For many casual tech enthusiasts, Fitbit was the go-to choice for wearables, providing accessible and reliable technology.
Kate Kozuch, a colleague who reviewed the Fitbit Sense 2 earlier this year, praised the device for its advanced wellness features, calling it “one of the most comprehensive tools for tracking physical and mental health currently available.” However, with Google’s latest move, the question arises: What will happen to those who have invested in recent Fitbit models like the Sense 2 or Versa 4?
Google has already started transitioning users from Fitbit accounts to Google accounts, promising support until 2025. Yet, the longevity of the devices themselves remains uncertain. There’s also the concern that Google might strip away features post-purchase as they become obsolete—a possibility hinted at by the lack of Wi-Fi and local audio playback support in both the Sense 2 and Versa 4 at launch.
Earlier this year, Fitbit began phasing out community features within its app, including Challenges, Adventures, and Virtual Trophies. Simultaneously, Google’s Pixel Watch 3 was announced, offering complimentary access to premium Fitbit features like the Daily Readiness Score and Target Load. These developments underscore the gradual decline of Fitbit smartwatches as Google’s Pixel Watch gains momentum.
The future of Fitbit’s fitness trackers remains less certain. Google’s recent releases, such as the Fitbit Charge 6 and Fitbit Ace LTE for children, were launched with little fanfare. Moreover, Peloton workouts are set to be integrated into the Fitbit app soon, indicating that Google might still have plans for the Fitbit brand, possibly through a more affordable “Pixel Tracker” to complement the Pixel Watch.
Whatever direction Google chooses, it’s evident that Fitbit’s role in the wearable market is fading. The future belongs to the Pixel, and Fitbit, as we once knew it, may no longer be a central player in the years ahead.
