Connect with us

Hi, what are you looking for?

The American GeniusThe American Genius

Tech News

Fitbit is on the decline, Apple is poised to snatch up their losses

(TECH NEWS) Consumers are asking: Why wear a fitbit when you could wear a watch that does so much more?


Way, way, way on the decline

Fitbit’s stock is down 71% this year, and they’re not alone. Fitness bands across the board have been struggling to spark new sales.

Couple that with the recent claim that Fitbit (and other fitness trackers) could violate European law by collecting too much unnecessary user data and not disclosing how it’s used, the fit tracking industry is on the brink.

Tell us how you really feel

You can see why these little plastic bands (or clips) that show only a flower, your step count and the time could be on their way out. They’re a slightly more advanced version of the Tamagotchi (only you feed them steps, and they reward you with a growing flower, instead of the intrinsic joy of feeding a virtual pet). Turn a Tamagotchi into a step counter and you would have a way more entertaining (albeit annoying) device.

[clickToTweet tweet=”Consumers are ditching Fitbit for being a one-trick pony. ” quote=”The point is, Fitbits are lame. And their competitors are too. In a world of Oculus Rifts, why would I wear a device that can only do one thing?”]

Where are the numbers going?

Enter Apple Watch. They’ll track your steps AND forward texts and e-mails to your WRIST. This is The Jetson’s type technology I’m talking about, and Kohl’s is hoping that consumers will feel the same way about their own fit trackers.

Advertisement. Scroll to continue reading.

Kohl’s struck a deal with Apple and will be slinging Apple Watches over the holidays in 400 of their stores.

Kohl’s will also be marketing the devices as fitness trackers instead of wearables.

This industry shift will force consumers to compare the Fitbit and Apple Watch side by side when making purchasing decisions, a features fight that has clearly already been won.

The reframing just might work

The Apple Watch has seen better days itself, and could use a shot in the arm from Kohl’s this holiday season.

iPhone users haven’t collectively seen the merit of the smart watch, and sales have been meh since its launch. Now that it’s being touted for its fitness tracking abilities, maybe Apple can enter a more specific market.

Now consumers who don’t want to spend three times more on an Apple Watch than a wearable can take advantage of Kohl’s buyers’ rewards programs and sales that wouldn’t be offered in other Apple retailers. They’re already advertising Kohl’s cash back on an iWatch purchase this Black Friday.

Advertisement. Scroll to continue reading.

The Apple Watch as a fitness tracker could be a game changer, inching one trick ponies like Fitbit out of the game once and for all, and offering trackers that do way more than beep and ask for more steps.


Written By

C. L. Brenton is a staff writer at The American Genius. She loves writing about all things, she’s even won some contests doing it! For everything C. L. check out her website



  1. Pingback: Wearables continue their decline - do we have to watch?! - The American Genius

  2. Pingback: Jawbone is breaking up with consumers to get their PhD - The American Genius

Leave a Reply

Your email address will not be published. Required fields are marked *


American Genius
news neatly in your inbox

Subscribe to our mailing list for news sent straight to your email inbox.



Tech News

(TECH NEWS) The Apple Watch Series 6 is a ridiculous display of self-flattery—but that doesn’t mean people won’t line up to buy it in...

Opinion Editorials

(EDITORIAL) Fitbit and Amazon are rolling out new stress trackers, and honestly? It's a little stressful to think about, if you ask me.

Tech Gadgets

(TECH GADGETS) A lot of people balked at the idea of an Apple Watch, and even though many of its features seem superfluous, it...

Tech News

(TECH NEWS) A few weeks ago, the Red Sox got in trouble for stealing Yankees signs with an Apple Watch. They were stealing signs...

The American Genius is a strong news voice in the entrepreneur and tech world, offering meaningful, concise insight into emerging technologies, the digital economy, best practices, and a shifting business culture. We refuse to publish fluff, and our readers rely on us for inspiring action. Copyright © 2005-2022, The American Genius, LLC.