Google Confirms Future Fitbit Devices Despite Recent Acquisition Integration
October 28, 2023 – In a surprising proclamation, Google has confirmed that new Fitbit devices are planned for release in 2024, signaling a continued commitment to the popular fitness tracker brand despite ongoing integration following its 2021 acquisition. The news, revealed during an earnings call, alleviates concerns that google might discontinue the Fitbit line after shifting some features to Pixel Watch.
The future of Fitbit has been uncertain since Google completed its $2.1 billion purchase in January 2021. While Google integrated Fitbit’s health tracking features into its Pixel Watch, questions lingered about the long-term viability of standalone Fitbit products. This confirmation provides clarity for the millions of Fitbit users and demonstrates Google’s intention to maintain a presence in both the smartwatch and dedicated fitness tracker markets. The move impacts consumers seeking specialized fitness tracking, Google’s competitive positioning against Apple and Garmin, and the future of wearable technology innovation.
Google’s CFO, Ruth Porat, stated during the earnings call that Fitbit remains an vital part of the company’s portfolio and that new devices are in development. While specific details regarding the new devices-including features, pricing, or release dates-were not disclosed, the announcement indicates Google recognizes the brand’s continued value and customer base. This decision follows a period of streamlining within Google’s hardware division, suggesting a focused strategy for Fitbit’s future.
