Fitbit continues to enjoy significant brand recognition, leading to discussions about whether Google might be phasing out the brand altogether. This speculation arises from Google's history of mismanaging acquired brands and products.
Currently, the situation remains uncertain. There has been no official announcement, but hints have emerged. In several markets, particularly in Europe, users have spotted references to "Google Health Premium" on the Google Play Store when purchasing Pixel Watch or Fitbit devices. This has fueled speculation that Google is planning to integrate all Fitbit software into the Google Health ecosystem. A recent leak of a new Google Health logo—featuring a heart icon rendered in the recognizable Google gradient color scheme—supports this theory.
Additionally, an intriguing listing on the Apple App Store revealed in-app purchases labeled as “Google Health Premium,” priced similarly to existing Fitbit options. However, it remains unclear if these prices are final, as many early leaks have since been removed from app stores. Regardless of rebranding, this suggests that Google Health Premium and Fitbit Premium plans will likely remain distinct from Google’s One or AI Pro/Ultra subscription bundles. Currently, Fitbit Premium is exclusively bundled in Google’s general subscription in the UK, with expansion to other regions pending.
Despite the uncertainties, it may not be all bad news for the iconic Fitbit brand. Reports indicate that the upcoming display-less fitness tracker will be named the Google Fitbit Air, rather than adopting the Pixel brand. This could imply that Google plans to retain the Fitbit branding for hardware products, at least for the time being.
