Image: Google
Fitbit branding is undergoing a shift to reflect its full integration with Google. Previously, it used "Fitbit by Google." Now, it's simply "Google Fitbit," with the Google name taking precedence. This aligns with the recent Google Store update that added Fitbit products and accessories under a new "Watches & Trackers" category.
This change reflects a deeper internal shift at Google. Hardware divisions are now merged, with one team overseeing design, engineering, and software across Pixel, Nest, and Fitbit. This streamlining coincides with the departure of Fitbit's co-founders and other leaders, solidifying Fitbit's position as a fully integrated part of Google.