Google might be doing away with the Fitbit brand

Google's Potential Fitbit Brand Shift: What You Need to Know

Rumors are swirling that Google may be phasing out the well-known Fitbit brand. While no official announcement has been made, several clues suggest a significant shift in how Google integrates its wearable technology and health services.

The most compelling evidence points to a rebranding of Fitbit's software services under a new umbrella: "Google Health Premium." Recent observations on the Google Play Store in some European markets have highlighted this new nomenclature in relation to purchases of Pixel Watch and Fitbit devices. This has fueled speculation that Google intends to consolidate Fitbit's software functionalities within its broader health ecosystem.

Further supporting this theory is the alleged leak of a new Google Health logo. This design reportedly features a stylized heart icon rendered in Google's signature gradient colors, hinting at a unified visual identity for its health initiatives.

Delving deeper, an examination of an Apple App Store listing has revealed "Google Health Premium" as an in-app purchase option, mirroring the pricing structure of existing Fitbit Premium plans. While these early listings have since been removed, they indicate a clear intention to offer a premium health subscription under a new name.

Importantly, it appears that these Google Health Premium/Fitbit Premium offerings will remain distinct from Google's existing subscription bundles like Google One or its AI Pro/Ultra tiers. Currently, Fitbit Premium is offered as a perk only within Google's general subscription in the UK, with no indication of wider rollout.

However, the future of the Fitbit brand on hardware remains less certain. The upcoming display-less fitness tracker is reportedly slated for release as the "Google Fitbit Air," rather than adopting Pixel branding. This suggests that Google may continue to leverage the Fitbit name for its physical devices, at least in the short term.

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