Overview

• Google has stopped selling Fitbit products in 29 countries, including Croatia, Mexico, and South Africa, to align with the availability of its Pixel range.
• Fitbit's brand has been experiencing ongoing dilution since being acquired by Google in 2021, with core elements of its identity, such as third-party app support, being stripped away.
• The Fitbit user experience is now centered on a subscription service, Fitbit Premium, which is considered inferior to Apple Fitness+ on the tech front.
• Fitbit's role in Google's portfolio is unclear, particularly given the presence of the Pixel Watch, leading to questions about the future of certain Fitbit lines like Sense.
• Google promises ongoing support for existing Fitbit users in the affected countries, including software releases, security updates, warranty fulfillment, and customer service, albeit new purchases will not be possible.