Google is acquiring Fitbit for $2.1 biliion USD
Health-focused wearable device maker Fitbit is being acquired by search engine and Internet services giant Google for $2.1 billion USD. Both companies announced the agreement simultaneously on Friday.
In the blog post announcing the acquisition, Google's Senior Vice President for Devices & Services Rick Osterloh stated that this acquisition will be used to "invest even more" in Wear OS by Google and release more "Made by Google" branded wearable devices such as smartwatches and fitness trackers.
What this means in terms of Fitbit's ecosystem (Will the fitbit app replace Google Fit in a classic Killed by Google scenario, for example?) is yet to be seen, but either way, this will likely give Fitbit hardware and software more advertising exposure with Google's marketing arm leading the charge. The Fitbit app will also stay on both iOS and Android, with Google's purchase not instilling forced exclusivity.
Fitbit's press release announcing the acquisition explicitly mentioned that the company's approach to user data and security guidelines will not change. The data on users' health and wellness that Fitbit hardware and software collects "will not be used for Google ads." Whether or not Google will change this once the acquisition has closed remains to be seen
Google's purchase of Fitbit is expected to be legally closed at some point in 2020.