They current sit second in the wearable band market, at 24%.
Smartwatches attach you to the ecosystem
Of course it’s about Apple.
Pairing Airpods to non-iPhones becomes a chore, and services on the Apple Watch don’t share the same integration.
This lack of exclusivity may not change with Fitbit, but if it’s good, it introduces a worthy competitor to the Apple Watch.
Acquiring Fitbit looks to be a solid fighting chance.