Fitbit is releasing less expensive activity trackers and a smartwatch, betting the lower prices will attract new customers, including more health plans.
The new products come as Fitbit tries to regain momentum. Its activity trackers sparked a craze of consumers logging their movement and trying to hit at least 10,000 steps per day. Yet Fitbit has found itself struggling to compete with the Apple Watch, a much more expensive but more versatile product than Fitbit's original devices.
That's where Fitbit and Apple think they can help. They're pitching their devices to health insurers and employers as tools to motivate people to become more active and ultimately pursue healthier lifestyles.
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