Google Stops Fitbit Sales in 30 Countries, Focusing on Pixel Alignment
In a surprising move, Google has halted the sales of Fitbit products in nearly 30 countries, with a primary focus on markets in the Americas. This decision comes after Google’s acquisition of Fitbit in 2021, with the initial promise to enhance accessibility to health and wellness services globally.
Fitbit products are no longer available for purchase in Mexico and several Latin American countries. While existing users will continue to receive support, including software updates and customer service, Google’s decision signifies a shift toward a more exclusive product category for Fitbit.
In addition to Latin America, Google is also withdrawing Fitbit products from South Africa. According to a Google spokesperson, this move is part of an effort to align the hardware business, including Fitbit and Nest products, with the regional availability of Pixel devices. Notably, Pixel smartphones have not been offered in South Africa, whereas Fitbit devices have been present in the local market for around a decade.
Despite the withdrawal, Google assures existing Fitbit users that there will be no changes to their devices, ensuring ongoing updates and bug fixes. Last month, Fitbit’s departure from various Asian and European markets was also confirmed, reducing its availability to only 23 countries worldwide.
Google’s decision to align Fitbit’s hardware business with Pixel phone sales raises questions about the motivations behind this move. Fitbit sales have ceased in European countries lacking official Google Store support, hinting that the tracking devices might return when full Store support becomes available.
The acquisition of Fitbit by Google for approximately $2.1 billion faced scrutiny from European authorities due to concerns about the integration of Google’s advertising business with Fitbit’s tracking platform. To address these concerns, Google made commitments to safeguard user privacy, forming binding agreements with regulatory authorities globally.
