The impending closure of the Fitbit website on October 10th marks yet another step in Google’s systematic dismantling of the once-beloved fitness tracking brand. Users will soon find themselves redirected to the Google Store, a move that strips away one of the last remaining vestiges of Fitbit’s independent identity.
This development aligns with my observations from the IFA tech conference in Berlin. For the first time in years, Fitbit lacked its usual prominent presence at the event. Instead, Fitbit devices were displayed within the Google stand, bereft of the distinctive Fitbit branding that has been a mainstay of previous shows.
All these changes also lend credence to rumours suggesting that we have seen the last of Fitbit-branded smartwatches. While Google has publicly reaffirmed its commitment to Fitbit and its user base, the company’s statement leaves room for interpretation regarding the future of specific product lines.
Google’s history of acquisitions offers a context for these changes. The tech giant has a track record of purchasing companies and subsequently discontinuing or integrating their products into its own ecosystem. This pattern has led many to view Google’s recent statements about Fitbit with a degree of skepticism.
Is the Fitbit brand going away?
The gradual removal of features from existing Fitbit smartwatches, including third-party app support and social features, has added to the uncertainty surrounding the brand’s future. The recent discontinuation of the Fitbit web dashboard further underscores this trend of streamlining and consolidation.
Essential reading: Top fitness trackers and health gadgets
This latest change takes into effect in a couple of weeks time. Earlier this year help.fitbit.com articles were transferred over to support.google.com. And the fitbit online shop was resigned to history in the Spring, in favour of the Google Store.
If you open fitbit.com you will notice along the top a banner informing of the move.
Click on it and you will be taken to the Google Store. A further move resigning the brand Fitbit to the past.
“You made it! Google Store is your new home for all things Fitbit. Shop below or get help with your Fitbit account here.” the welcoming message appears.
As Fitbit’s online presence merges with Google’s, users are left to wonder about the long-term implications for their favorite fitness devices. The transition from Fitbit.com to the Google Store represents more than just a change of web address. One can’t help but feel this is a gradual calculated erasure of a company that once revolutionised personal fitness tracking.
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