Here's what Fitbit's doing right and why Apple can't keep up. Fitbit has been in the wearables game for a long time, and it shows - their newest smartwatches are selling like hot cakes.When Fitbit launched their Blaze smartwatch around a month ago, things weren’t looking great. The company’s stock price went down 18% shortly afterwards, and it looked like everything was in place for a “good idea gone bad” type deal. And although Fitbit didn’t specifically market the Blaze as an "Apple Watch killer," it’s proving to be just that. Sure, die-hard fans will never be caught with anything lacking an Apple logo on their wrist, but for everyone else? Meh, consumers are thinking, brand’s not that important.The latest announcement from Fitbit backs that up: since their debut, the Fitbit Blaze (the smartwatch), and the Fitbit Alta (the smart sports band) have climbed to the #1 bestselling rankings for their respective categories on Amazon. In their first month, the two devices sold more than two million copies and they’re still going strong.
What Fitbit’s doing right and why Apple can’t keep up
Let’s take a look at the facts: Fitbit sold 21 million devices last year, making it the most profitable wearable manufacturer out there, and Apple only shipped 11 million. Why is that? As it turns out, the issue is cut and dried once you take a closer look.Fitbit finds the sweet spot
As you know from my previous pieces on Updato, I’m a huge gadget fan. I own one of everything, and I was among the early smartwatch adopters when the first Pebble came out. Last fall, I gave Fitbit a go and wanted to see what it could bring to the table.I didn’t get into this with high hopes - after all, what could a fitness tracker do that my Android Wear device couldn’t? Isn’t the watch capable of measuring my activity?As it turns out, the Fitbit ecosystem is damn well designed for what it’s supposed to do. The Fitbit app for Android keeps track of everything, including what you’ve eaten, and displays it in a way that keeps you motivated to actually go out and do stuff.After a couple of months of using the Fitbit it became too much to wear two devices on my wrists, and explaining it to people without sounding like a dork is next to impossible. I found myself wishing I only had one device that could do both things, and to be honest I’d rather have a Fitbit with smartwatch capabilities than a smartwatch with fitness tracking.Although Fitbit didn’t specifically market the Blaze as an "Apple Watch killer," it’s proving to be just that.
The latest gadget from Fitbit, the $199 Blaze, is just that. Fitbit just hit the sweet spot, and the 1+ million sales in a month proves that.Apple’s wearable tries to be too many things
The approach that Apple took with their watch is different from Fitbit and from Android Wear. They focus on apps. Apps, apps, apps, like having a phone with a smaller screen on your wrist.And on top of that, Apple haven’t sold us on a very important aspect of this ecosystem: why do we need apps on a watch? As Fitbit CEO James Park mentioned in an interview:As it stands right now, the Apple Watch is more of a fashion or social statement than it is useful and practical, both being features that users are starting to want in wearables."I think the biggest problem with the category today is they do so many things and it hasn’t been really clearly communicated to people why they should need one of these devices."