After removing Bose products from its online store last month, Apple has now dropped another brand — Fitbit.
On the Apple Online Store, you'll see a range of fitness-tracking devices from Nike, Jawbone, and Mio, among others, but nothing from Fitbit anymore. Apple previously sold the Fitbit Flex and several of the company's other fitness tracking devices.
The move comes after Re/Code last month reported Apple was planning to remove Fitbit devices from its stores to make room for its own Apple Watch wearable. Now it's actually happened.
Apple's new wearable is scheduled to launch in spring 2015, starting at $349. You can choose from three versions, which have different bands: Apple Watch, Apple Watch Sport, and Apple Watch Edition. The Apple Watch Sport version will likely target other fitness-tracking wearables on the market, like the Fitbit, though the $349 price point puts it at the high end of the market.
As 9to5Mac points out, some Apple retail locations still have Fitbit devices for sale, but don't expect it to stay that way for long.
But why pull Fitbit but not Jawbone? One reason, 9to5Mac noted, could be that Fitbit has no plans to support Cupertino's new iOS 8 Health app, which pulls together all your health and fitness data into a comprehensive dashboard. Jawbone is among those that support the new app.
Fitbit isn't the first company Apple has given the boot. In the wake of its Beats acquisition, Cupertino last month removed all Bose products from its stores and website, including the SoundLink Mini and QuietComfort headphones.
For Fitbit fans, the company has three upcoming devices. The Fitbit Charge is a wrist-worn activity tracker, the Charge HR adds an optical heart rate monitor, and the Fitbit Surge is a GPS-enabled runner's watch that also measure the user's daily activities. The Charge is on sale now, while the Charge HR and Surge are expected next year.