In a significant move reflecting its evolving wearable technology strategy, Google has announced the discontinuation of Google Assistant support on Fitbit smartwatches. This decision is part of a broader transition that underscores Google’s commitment to integrating its services more deeply into its Pixel Watch lineup while redefining the role of the Fitbit brand.
The End of an Era for Fitbit Smartwatches
Google Assistant was first introduced to Fitbit’s Sense and Versa smartwatches in 2020, offering users voice-controlled functionalities directly from their wrists. However, as of April 2025, Google has begun phasing out this feature. Users have reported receiving notifications stating, Google Assistant on Fitbit watches is being turned down; this feature will stop working in the coming weeks. This change signifies a deliberate shift in Google’s wearable technology focus.
Strategic Realignment Towards Pixel Watch
The decision to discontinue Assistant support on Fitbit devices aligns with Google’s broader strategy to consolidate its smartwatch offerings under the Pixel brand. In August 2024, Sandeep Waraich, Google’s Director of Product Management for Pixel Wearables, stated that the Pixel Watch represents the company’s future in smartwatches, effectively signaling the end of new Fitbit-branded smartwatches. This move allows Google to concentrate on enhancing the Pixel Watch’s capabilities, integrating advanced health and fitness features previously associated with Fitbit.
Implications for Fitbit Users
For existing Fitbit smartwatch users, the removal of Google Assistant may impact daily routines, especially for those who relied on voice commands for tasks like setting reminders, checking the weather, or controlling smart home devices. While the core fitness tracking functionalities of Fitbit devices remain intact, the absence of Assistant could diminish the overall user experience.
The Future of Fitbit: A Return to Fitness Tracking Roots
With the phasing out of Fitbit smartwatches, Google appears to be steering the Fitbit brand back to its original focus on fitness tracking devices. The Charge, Luxe, and Inspire series are expected to continue, catering to users seeking dedicated health and fitness monitoring tools. This strategic realignment suggests that while Fitbit’s role in the smartwatch market is diminishing, its presence in the fitness tracker segment remains strong.
Conclusion
Google’s decision to discontinue Assistant support on Fitbit smartwatches marks a pivotal moment in the company’s wearable technology strategy. By consolidating smartwatch functionalities under the Pixel brand and refocusing Fitbit on fitness tracking, Google aims to streamline its product offerings and enhance user experiences. For Fitbit users, this transition may require adjustments, but it also promises a future of more specialized and advanced wearable devices tailored to diverse needs.
