Google's acquisition of fitness-tracking company Fitbit seemed like a big move at the time, but four years later, the future of Fitbit looks uncertain.
Google’s acquisition of fitness-tracking company Fitbit seemed like a big move at the time, but four years later, the future of Fitbit looks uncertain. Recently, Google has discontinued Fitbit products in many countries, and despite promising to make fitness “more accessible to more people,” Google has only released one new Fitbit-branded product in 2023.
Recommended Videos As noted on Google’s support website spotted by Android Authority, Fitbit products are no longer being sold in 11 countries in the EU, including Croatia, Czech Republic, Estonia, Hungary, Latvia, Lithuania, Luxembourg, Poland, Portugal, Romania, and Slovakia. The products have also been pulled from five locations in the Asia-Pacific region: Hong Kong, Korea, Malaysia, Thailand, and the Philippines.
Related Google didn’t give a reassuring reason for this vast removal of Fitbit products, instead telling Tech Central that this was done to “align our hardware portfolio to map closer to Pixel’s regional availability.” Google says it will continue to provide software releases, security updates, warranty fulfillment, and customer service for existing Fitbit products in those areas. Even so, that doesn’t inspire much confidence in the brand’s future.
To draw a comparison, in 2022, Google launched three new Fitbit products: the Inspire 3, Versa 4, and Sense 2. A year earlier, it released the Fitbit Luxe and Charge 5.
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