For the last few years Fitbit has been the dominant player in the growing and lucrative health and fitness wearable market. They have built such a strong brand that fitness wearables are all called “fitbits” in the same way searching on the web is now called “googling” (even if you don’t use Google) or photocopying was called xeroxing.
But that market dominance is coming to an end. One of the largest companies in the world, Apple, is pushing its way into the health and fitness market with the Apple Watch. And while Fitbit integrates south many other exercise and well-being services, they are hanging on like barnacles to a grudge with Apple and won’t make their platform available to Apple Watch owners.
Why is this? To answer that we need to look back a few years.