Google now owns Fitbit

It’s not clear yet exactly how Fitbit will change under Google’s ownership; thus far it seems like the brand will continue to be distinct from Google. That’s how things looked when Google purchased Nest as well, though — the smart home brand eventually lost its status as a separate company though and is now just a sub-brand of Google’s hardware division. When the deal was first announced, Osterloh noted the deal was an opportunity for the company to make “Made by Google” wearables, and comments from both Osterloh and Park made it sound as if future devices would run Google’s own Wear OS software. Whether that means Fitbit’s software is going to be completely replaced by Google’s on future devices remains to be seen.