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Google buys Fitbit and look to take on Apple

Words by Nathan Irvine

Watch out, Apple

The smartwatch arms race has just hit another level. Now that the red tape has been removed from the deal, Google has finally bought fitness tracking experts, Fitbit for $2.1bn

For a while, it looked like the deal wasn't going to be approved. EU courts were worried that Google simply wanted the data that Fitbit had accrued through its millions of users. Google insisted that the purchase was about building new devices and managed to convince them otherwise.

So what now? Well, Google is now in a position to go head to head with Apple Watch. Yes, it has dabbled with smartwatches before, but with the might of Fitbit in its stable, the pair are better equipped to help each other to take on Apple.

The Fitbit Sense is the company's latest smartwatch

More pow-er

Fitbit CEO, James Park is obviously excited about the deal. In a statement made on the company's website Park said "We’ll be able to innovate faster, provide more choices, and make even better products to support your health and wellness needs".

He goes on to say "On our own, we pushed the bounds of what was possible from the wrist, pioneering step, heart rate, sleep and stress tracking. With access to Google’s incredible resources, knowledge and global platform, the possibilities are truly limitless".

Google and Fitbit's work is cut out for them though. It's one thing having all the money and tech to make a superb new smartwatch, but Apple possess that star power that makes it appealing to the mass market. And that's something money can't buy.

However, we're intrigued to see just what the pair can come up with in the near future.

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