Google seems to be quietly advancing a plan to adjust the Fitbit brand. Although the name Fitbit still has high market recognition, judging from recent clues appearing in multiple app stores and software, Google may be considering further integrating Fitbit's software service system into the larger brand framework of "Google Health".
At present, Google has not made an official announcement on this, so the information available to the outside world still mainly comes from the splicing of scattered signs. According to changes that have been noticed, in some markets, especially in Europe, the expression "Google Health Premium" has appeared on pages related to purchasing Pixel Watch or Fitbit devices in the Google Play Store. This change has triggered speculation that Google may plan to unify the software services, membership functions and overall health ecosystem originally belonging to Fitbit under the name of Google Health. At the same time, a new logo purportedly belonging to Google Health also leaked on the market. It is designed as a stroke-style heart-shaped pattern with Google's classic gradient color scheme, which further strengthens speculation about brand reorganization.
In addition to the Google Play Store, an in-app purchase information in the Apple App Store is also worthy of attention. A "Google Health Premium" option is clearly present in the relevant listings, and pricing remains the same as the existing Fitbit Premium. However, it's unclear whether this pricing information is final, as many early leaks have since been removed from the app store. Even so, this information at least shows that regardless of whether the rebranding is eventually completed, health subscription services such as Google Health Premium or Fitbit Premium will most likely remain independent of Google One and subscription portfolios such as AI Pro and AI Ultra in the short term. For now, Fitbit Premium is only available in the UK as an added benefit to Google's comprehensive subscription service, and has yet to be expanded to more markets.
That doesn't mean the Fitbit brand will be abandoned entirely, though. According to currently known information, Google’s next screenless fitness tracker is expected to be named “Google Fitbit Air” instead of being included in the Pixel brand system. If this naming finally comes true, it also means that Google, at least at the hardware level, is still interested in retaining Fitbit, a brand name with historical accumulation and user recognition foundation.
Overall, it looks more like a brand integration around software and subscription services than a complete end to the Fitbit brand. In other words, Google may be weakening Fitbit's independent presence in the software ecosystem, while continuing to retain the name on hardware products to take into account both brand equity and ecological unification needs.