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.

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