Google Quietly Discontinues Fitbit Product, Reports Claim

Google will reportedly no longer manufacture new Fitbit smartwatch models going forward, with the company instead putting its resources behind the Pixel Watch series, which launched its first model in October 2023. However, Google is not discontinuing the brand altogether, and will instead focus on other Fitbit products.

Sandeep Waraich, senior director of product management for Pixel wearables, seemingly confirmed the discontinuation when asked whether the company had plans for any future Fitbit-branded smartwatches in a recent Engadget interview. The last Fitbit smartwatches, the Versa 4 and Sense 2, launched in September 2022 less than a month before the Pixel Watch hit shelves.

"Pixel Watch is our smartwatch part of the portfolio," Waraich stated, noting that Fitbit would focus on minimalistic activity trackers the brand is known for. "Trackers is where users clearly tell us they want something discreet. They want longer battery life, they want a simple experience and we are very proud of our Inspire line."

A Google spokesperson likewise commented that "Pixel Watches are our next iteration of smartwatch for Fitbit," but that the Sense 2 and Versa 4 would continue to be available on the market. The company also announced a new Fitbit Ace LTE last month, a "first-of-its-kind kids smartwatch designed to move the next generation of gamers" for kids ages seven and up.

As 9 to 5 Google points out, Google has been gradually integrating Fitbit features into the Pixel Watch, with the third generation even incorporating advanced running features such as more accurate heart rate tracking and advanced motion sensing, among other fitness upgrades.

However, in a statement to ArsTechnica on Monday, Google walked back Waraich's comments that the company would not be producing any further Versa or Sense models. Though, a rep could not confirm specifics about any potential upcoming new or returning models.

"We are very committed to Fitbit, and even more importantly to the customers that use and depend on those products and technology," the statement read. "It’s also worth noting that many of the health and fitness features we launched in Pixel Watch 3 were because of Fitbit’s innovation and ground-breaking fitness advancements. In addition, we just launched Fitbit Ace LTE, and you’ll continue to see new products and innovation from Fitbit."