Google Reportedly Developing Screenless "Fitbit Air" Tracker

New details have emerged regarding a screenless fitness tracker reportedly in development by Google under the Fitbit brand. Information from supplier data and reports suggests the device may be named the Fitbit Air, feature a thinner design, and launch alongside a rebranding of the Fitbit Premium subscription service.

Reported Device Details

Multiple sources indicate Google is developing a new screenless fitness band. According to reports, the device is being tested by Google performance advisor Stephen Curry and may be marketed as the "Fitbit Air" or "Google Fitbit Air."

Supplier and retail data cited by one outlet suggests a potential retail price of approximately $100 and a possible release date of May 16.

The data lists several potential color options for the device and accompanying bands, including Obsidian, Lavender, and Berry.

Branding and Service Changes

Reports state that the physical device will carry the Fitbit brand, while associated software and services will use Google branding.

Sources familiar with the matter indicate the "Fitbit Premium" subscription service will be rebranded as "Google Health."

The AI-powered "personal health coach" feature, currently in public preview, is expected to be renamed the "Google Health Coach." This feature gained iOS support in February and recently added cycle insights and mental well-being tools.

Market Context and Business Model

The reported device is positioned by some outlets as a competitor to products from companies like Whoop.

The expected business model involves an upfront charge for the hardware, with a paid subscription required for access to certain premium features. This differs from Whoop's model, which offers hardware for free but requires a subscription to access its services.

The fitness tracker market is projected to grow by 16% this year, according to data from Counterpoint Research.

Official Statement and Background

Google has provided a limited public statement on the project, noting:

“Our performance advisor has been working with the team to cook up something special. More to share soon.”

Fitbit previously used the "Air" name for its Aria Air smart scale, released in 2019. An announcement regarding the new tracker and service rebranding is expected in the coming weeks.