What you might want to know
- Though Google accomplished its acquisition of Fitbit in 2021, the wearable model has largely remained unbiased up till very not too long ago.
- Final week, the corporate shut down the standalone Fitbit.com store, as an alternative directing clients to finish purchases on the Google Retailer transferring ahead.
- It is one of many last nails within the coffin for Fitbit, which is now taking the backseat at Google after as soon as being a dominant firm within the wearable area.
Since lastly finishing the Fitbit acquisition a couple of years in the past, Google has steadily built-in the model’s merchandise, providers, and underlying tech into its portfolio. The Google Pixel Watch and Pixel Watch 2 each clearly take notes from Fitbit’s design and know-how, with curved edges and a minimalist kind issue, for instance. Fitbit has borrowed issues from Google, too, similar to its Materials You design language. Nevertheless, up till very not too long ago, Fitbit has maintained a reasonably excessive degree of independence from Google.
That run appears to be formally over, following a couple of massive adjustments this month. In early April, Google overhauled the Fitbit app to make it extra according to Materials You, particularly within the Sleep pages. The overwhelming majority of Fitbit customers did not just like the transfer, as evidenced by many social media posts and even a couple of emails I acquired straight from customers.
Now, Google has determined to close down the Fitbit.com store, with 9to5Google first recognizing the change over the weekend. In case you attempt to buy a Fitbit system from the native Fitbit web site, you may be redirected to the Google Retailer to finish your buy. “Fitbit is now a part of Google, so your checkout and buy shall be accomplished on Google Retailer,” a banner explains.
This transfer is not precisely stunning as a result of Google has been additional integrating Fitbit into the corporate all through 2024. First, it mixed the Fitbit and Google Assist Facilities in January. Then, in March, Google added extra wearables and straps to the Google Retailer. At that time, the writing was on the wall. Fitbit’s time as a standalone model was working out.
Whereas it is simple to criticize Google for making adjustments to Fitbit, it is also straightforward to see that the model, or a minimum of its {hardware}, is taking a backseat in Google’s wearable technique. Individuals simply aren’t shopping for Fitbits—and good bands usually—like they used to. It is smart that Fitbit’s future will reside on by way of Google merchandise, and we will look to a different massive tech acquisition to foretell what that future may seem like.
Individuals are more and more turning to smartwatches over good bands
Market habits are altering, and that is partly why Fitbit would not survive if it tried to maintain the established order. Again within the early days of wearables, folks have been all-in on tiny and sporty good bands. Now, customers desire smartwatches to offer extra info and utility on their wrists. Even minimalist patrons now have good rings as a extra interesting different to the normal good bands. I’ve seen this in my very own shopping for habits, too. My first wearable was a Fitbit Cost HR, and now I put on an enormous Apple Watch Extremely on my wrist in 2024.
The numbers again up these anecdotes as properly. Within the fourth quarter of 2022, a Canalys report discovered that the good band market skilled its first double-digit decline in a This fall ever. The drop was 18%, and that is very uncommon for a This fall that normally sees nice gross sales figures as a result of vacation season. Whereas the market rebounded barely in 2023, in response to a more recent report, good bands are nonetheless dropping out to smartwatches. By the second quarter of 2023, the market share for primary bands was lower than that of primary watches and smartwatches.
Moreover, an IDC evaluation from March 24 lists good wrist bands as the one wearable class projected to say no in gross sales year-over-year. Smartwatches, earwear, glasses, and rings all have constructive outlooks.
Fitbit has made smartwatches, however they have not been superb in comparison with the perfect smartwatches, similar to these by the likes of Samsung, Garmin, and Apple. With Google now making its personal smartwatches utilizing Fitbit tech, Fitbit’s main merchandise are good bands — which customers appear to be turning away from. Google’s current choices recommend that Fitbit seems to be much less of a precedence than a few of its different {hardware} choices, and that is smart once you take a look at the state of the wearable band market.
We have seen this sort of main acquisition earlier than
So, what does the way forward for Fitbit seem like? Though the model is unlikely to be the highest-priority {hardware} division at Google — that can belong to the Pixel household of gadgets — it is not essentially a full shutdown, both. To get an thought of what the way forward for Fitbit at Google holds, we will study how Apple dealt with its acquisition of Beats roughly a decade in the past.
Apple acquired Beats, partially, for its software program. The streaming service Beats Music was the muse for Apple Music. There is a parallel right here to what’s occurring with Google and Fitbit since Fitbit’s software program remains to be very a lot alive and is used to energy health and well being options on Pixel Watches. Ultimately, Apple shut down the Beats on-line retailer, as an alternative redirecting patrons to Apple’s on-line retailer. The corporate launched AirPods and its personal earbuds and headphones lineup, seemingly changing Beats.
And but, Beats remains to be round eight years after Apple launched the first-generation AirPods. Positive, the model is not as dominant and ubiquitous because it as soon as was, however there are nonetheless new Beats headphones and earbuds being launched in the present day. I count on Google will comply with an identical technique to Fitbit. We cannot see Fitbit ever be the highest wearable model once more, however we’ll see Fitbit tech energy Pixel merchandise in addition to extra delicate Fitbit wearable releases.
In different phrases, Fitbit is now fully built-in into Google, and that has and can proceed to carry main adjustments. That is partly as a result of customers aren’t as fascinated with Fitbit’s choices as they have been up to now and partly as a result of Google has its personal priorities. However Fitbit is not going anyplace and can doubtless reside on as a small a part of Google for a very long time.
