In a possible shift in its health ecosystem strategy, Google is reportedly moving away from Fitbit branding on the software side, with indications pointing to a new identity called “Google Health Premium.”
According to reports, recent app store listings and online references have revealed the new “Google Health Premium” name, suggesting a transition from existing Fitbit subscription services. While there has been no official confirmation, multiple signs indicate a gradual rebranding of Fitbit’s software and services under a broader Google Health umbrella.
The new branding has appeared in in-app purchase listings, with pricing aligned to the current Fitbit Premium subscription at $9.99 per month or $79.99 annually. It has also been spotted in some international Google Store listings when users add devices like Pixel Watch or Fitbit products to their cart. Additionally, a new logo linked to Google Health has surfaced, featuring a heart-shaped design with a gradient colour scheme.
Despite these changes, the Fitbit name may continue for hardware products. Reports suggest that upcoming devices could carry names such as “Google Fitbit Air,” indicating that the brand may remain relevant for physical products while software transitions to Google Health.
There has been no formal announcement from Google regarding this shift, and some app store listings referencing the new branding have reportedly been removed.
If confirmed, the move would reflect a broader repositioning of Fitbit within Google’s ecosystem, as the company continues to expand its health and wearable technology offerings.
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