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Google buys Fitbit for a stack of cash

Words by Nathan Irvine

Fitbit is now ready to take a bite out of Apple.

It's a deal that makes complete sense, but it's still one that caught us off-guard. Tech giant Google has purchased Fitbit in a deal worth $2.1bn and is sure to shake up the wearables market for good.

Google has tried and failed to get into the fitness tech sector for years. Google Fit and Wear OS have long been buried in a digital graveyard, as the company struggled to deliver a user-friendly piece of kit.

Fitbit on the other hand has been producing desirable, and quite excellent, fitness trackers, smartwatches and scales. However, it couldn't quite see off the Apple Watch. This deal - potentially - changes the fortunes of both companies immensely.

Apple Watch out

The all-conquering Apple Watch has had a fairly effortless run towards the top spot. Superior technology and innovations, plus a user-experience that "just works" have propelled it to the top spot.

Google's shrewd move means Fitbit now has the financial muscle to increase R&D infinitely. What we can definitely expect is a whole host of new products on the market within the next couple of years. It's certainly going to be an interesting battle between Google and Apple.

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