The gradual deconstruction of Fitbit as a nominally independent force within wearables continues, with the Fitbit store website set to close down within days.
Take a trip to the Fitbit website and you’ll notice that the store, which is basically all the Fitbit website is now, will fully migrate to Google’s Store, as spotted by TechRadar.
The process is half-way there already. Try to buy a wearable through the Fitbit website and where you might expect an “add to cart” button you’ll find a shortcut that takes you to the Google Store.
Click on a Fitbit link via Google within the Google Store and you’ll see not only Fitbit watches, but also the Pixel Watch 3 and Pixel Watch 2.
That awkward bedroom sharing may not last that much longer, though. Google has intimated there will be no more Fitbit smartwatches, meaning the Google Pixel series will have that part of the company’s wearables roster all to itself.
The current Fitbit holdouts in that arena are the Fitbit Sense 2 and Fitbit Versa 4, both released almost exactly two years ago in September 2022.
Around this time is the latest you might expect these ranges to be updated.
The “tracker” category is what may be left for Fitbit’s future, and that includes the Charge, Luxe, Inspire and Ace families.
Google has given the Fitbit follower plenty to feel down about since it acquired the company in 2021, but this does mark a return to Fitbit’s roots. It became synonymous with step counters, not smartwatches.
Fitbit has also offered some hints as to what progress in this narrower outlook could look like, with the Fitbit Ace LTE, a kids’ watch that lets wearers unlock access to watch games through activity.
There’s no indication as to whether this watch, released in 2024, has remotely captured the public’s imagination, though.
