In other words, the one company that’s really managed to make some headway in the smartwatch space has doubled down on health. You can see in their marketing over the years it started shifting from being a computer on your wrist to being more fitness oriented.” As CEO James Park told me during an interview ahead of the product’s launch, “I think Apple has gotten better understanding what these devices are good for. It makes sense - not only has health been Fitbit’s focus all this time, it’s arguably as close as any company has come to finding a true killer app in the market. The company was able to draw on years of hardware and software development for the Ionic, and what holes it wasn’t able to fill itself, it spent tens of millions of dollars to find the people who could.īut while the device is designed to be a capable, everyday product, what really sets it apart is a focus on fitness. The Ionic is more fully realized than last year’s Blaze, which skirted the line between fitness band and smartwatch, thanks in no small part to the fact that Fitbit built it on top of startups like Pebble, Coin and Blaze. It’s one the company’s CEO has been talking up months before its official unveiling, pointing to it as a sign that Fitbit has fight left in it, even as the wearable industry continues to contract around it. The smartwatch represents years of R&D and millions of dollars in acquisitions converging into one product.
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