The topic of Sources: ‘Fitbit Air’ is a screen-less Whoop competitor debuting with ‘Google… is currently the subject of lively debate — readers and analysts are keeping a close eye on developments.
This is taking place in a dynamic environment: companies’ decisions and competitors’ reactions can quickly change the picture.
At the end of March, Google started teasing a screen-less Fitbit band. 9to5Google can now report that this device will be marketed as the “Fitbit Air.”
according to the data sources familiar with the matter, the upcoming health band already worn by Stephen Curry will be called the “Google Fitbit Air.”
Fitbit previously used the “Air” moniker for its affordable Aria Air smart scale released in 2019. It remains available for $49.95.
In this context, Air is likely a reference to the wearable’s thinner design that allows you to wear it all day.
While the “Fitbit” brand will be used on the new device, it’s a different story on the software and services front.
From what we have gathered today, the “Fitbit Premium” subscription service that unlocks AI features will be rebranded as “Google Health.”
In fact, the “personal health coach” that’s currently in public preview will be known as the “Google Health Coach.” During the testing period, the company has distinctly not branded the software beyond “Coach.”
This is an interesting move that more closely associates health and wellness features with the core “Google” brand rather than Fitbit. “Google Health” was previously how the company referred to all its efforts in the space, but that’s now “Google for Health.”
It also explains why the teaser shared by Curry ended on the gradient ‘G’ without any Fitbit branding.
Why it matters
News like this often changes audience expectations and competitors’ plans.
When one player makes a move, others usually react — it is worth reading the event in context.
What to look out for next
The full picture will become clear in time, but the headline already shows the dynamics of the industry.
Further statements and user reactions will add to the story.