Google decides to take away Fitbit merchandise from 29 international locations

In early 2021, Google accomplished its acquisition of Fitbit, signaling a big shift within the wearables trade. The Senior VP of Units and Companies at Google expressed optimism, stating that the collaboration might “make well being and wellness extra accessible to extra folks.” Nevertheless, lower than three years later, Google has taken a shocking flip by eradicating Fitbit merchandise from 29 out of 51 international locations the place they had been initially out there. This determination, lowering accessibility by over 50%, contradicts Google’s earlier dedication to enhancing well being and wellness globally.

Fitbit merchandise faraway from 29 international locations

The affected international locations embrace Mexico, all Latin American international locations, Hong Kong, Korea, Malaysia, the Philippines, Thailand, Croatia, the Czech Republic, Estonia, Hungary, Latvia, Lithuania, Luxembourg, Poland, Portugal, Romania, Slovakia, and South Africa.

In response to inquiries, Google explained to Tech Central in South Africa that the choice was made “to align our {hardware} portfolio to map nearer to Pixel’s regional availability.” This rationale was reiterated in a statement to Android Authority, emphasizing the strategic realignment of the {hardware} portfolio with Pixel’s regional presence.

Fitbit, a model synonymous with wearables since 2007, has undergone substantial adjustments in latest months

Some markets have seen all Fitbit merchandise eliminated, and others have seen their favourite premium options discontinued. The shift highlights Google’s purpose to combine Fitbit merchandise with Pixel’s regional availability. It additionally leaves longtime Fitbit customers in sure international locations with out entry to the merchandise they’ve grown to like.

The wearables trade has skilled vital progress over the past decade, with a number of main gamers coming into the market. When an organization makes such a decisive transfer, eradicating a product from greater than half of its markets, there’s normally a well-thought-out plan behind it. Whereas it stays unclear whether or not the market efficiency of Fitbit merchandise was declining in particular international locations, Google’s intention to align Fitbit merchandise with Pixel’s regional availability is obvious.

Google has a really aggressive wearables lineup, with each Fitbit and the Pixel Watch merchandise. The Pixel Watch, notably, has flourished since Google’s acquisition of Fitbit, incorporating lots of Fitbit’s core features alongside Put on OS. Whereas Fitbit has seen enhancements in sure areas, it falls wanting the developments seen within the Pixel Watch.

The choice to take away Fitbit merchandise from over 50% of its markets raises intriguing questions. Notably in regard to Google’s future methods for its wearables lineup. Because the trade evolves, it will likely be fascinating to watch how Google navigates and shapes the way forward for its wearables ecosystem.

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