The latest updates to Fitbit's (FIT) fitness tracker lineup gives more evidence the company is positioning its brand and product line in much the same way Apple (AAPL) positioned the iPod in the music player market. It's a strategy that's likely to continue paying off for Fitbit...just as long as smartwatches don't disrupt the tracker market the way smartphones disrupted the music player market.
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Fitbit refreshed its Flex and Charge tracker lines, which were respectively launched in 2013 and 2014, with the $100 Flex 2 and $150 Charge 2. The former is 30% smaller than the original Flex, capable of receiving call and text alerts, promised to be "swim-proof," and features optional accessories from brands such as Vera Wang and Tony Burch. The latter has a much larger display than its predecessor, supports constant heart-rate tracking and quickly provides stats related to a user's workout and cardio fitness level.
Fitbit also announced a software update for its $200 Blaze smartwatch, which has performed well since launching earlier this year. The update adds support for "smart notifications" from apps such as Facebook, Gmail, Instagram and Snapchat, as well as reminders to move and Apple Watch-like clock faces. In addition, new premium accessories and slightly costlier "Gold Series" models have been launched for both the Blaze and the $130 fashion-oriented Alta fitness band, which also launched in early 2016.
