We already know that Fitbit has officially stopped making smartwatches, but now we have another signal that the fitness tracker brand may be phased out or discontinued.
This week, the brand announced on X (formerly Twitter) that its official account had been closed. It’s still live at the time of writing, presumably so people will see the announcement that Fitbit news will now appear on the @madebygoogle account.
However, the same approach did not take place on Instagram and Facebook, while the Fitbit support X account remains. The UK and Ireland pages were redirected earlier this year, but we cannot see the page on Facebook at the time of writing.
“Starting today, follow us there for all the latest Fitbit news, tips and entertainment or head over to @Fitbit on Instagram and Facebook,” Fitbit said on X.
https://twitter.com/fitbit/status/1845882795094122767
Although Google, which has owned Fitbit since 2021, has not made any official announcement about the future of the wearables brand, fans are understandably worried.
Is this another nail, however small, in Fitbit’s coffin? We hope not, but that doesn’t sound very positive.
Aside from the Fitbit Ace LTE which has yet to launch in the UK, it’s been over a year since the launch of the last Fitbit, the Charge 6. Since then, there have been very few rumors regarding something new like a Versa 5 or Charge 7.
Matt Farrington-Smith / Foundry
According to Statista, Fitbit sold 6.6 million devices in 2023. That’s a nearly 30% drop from 2022, and sales have declined to varying degrees since 2019.
It’s not uncommon for Google to shut down, and Fitbit may be no exception. It has to compete not only with cheap activity trackers/smartwatches from Xiaomi, Amazfit and CMF, but also with a wave of new wearables such as smart rings, although the latter are currently much more expensive.
While it may be too early to pinpoint Fitbit’s time of death, the prognosis isn’t particularly positive either.
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