Fitbit's New Alta: Not A Smartwatch, Not A Big Departure, Just A More Stylish Fitbit

The company that dominates fitness wearables cares more about fashion these days.

More than any other company that makes fitness wearables, Fitbit's strategy involves a whole lot of devices that, through different designs, feature sets, and price points, try to offer something for everybody. The Fitbit Blaze, for instance, which the company unveiled last month, is the the closest thing to a smartwatch that the company has announced so far, but with a focus on fitness over general-purpose apps that sets it apart from the Apple Watch and its direct competitors.

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