Google is slowly killing the Fitbit brand. The logo for a new Health subscription, which will replace Fitbit Premium, has leaked

Google has a reputation for being a company that can quietly phase out established brands before you even notice. And that’s exactly what seems to be happening to Fitbit, whose acquisition Google completed in 2021. We recently informed you about the upcoming screenless band Fitbit Air, which is expected to arrive alongside a new Google Health subscription. 9to5Google has now published what the new service’s logo might look like, and further details suggest that Fitbit’s software portfolio will slowly but surely be rebranded under Google’s umbrella.

Google Health Logo: A Heart in a Typical Gradient

The new logo features a heart drawn with a brushstroke. The icon is styled in Google’s familiar color gradient, which you know from the Gemini, Google Home, Photos, or Maps logos. Blue with a hint of purple predominates, complemented by yellow, green, and red.

The logo appeared in some international versions of the Google Store after a customer added a Pixel Watch or Fitbit device to their cart. Next to it, the name Google Health Premium was displayed – a new equivalent of the current Fitbit Premium subscription.

Subscription Price Reportedly Unchanged

The second source of information about Google Health Premium comes from the Apple App Store, where prices appeared in the in-app purchase listings. The monthly plan is expected to cost $9.99 (approximately 210 CZK converted), while the annual version will be $79.99 (about 1,700 CZK converted). This is the same amount Google charges for the existing Fitbit Premium. Most of the leaked records have since disappeared from the stores, so it’s unclear if these are the final prices.

Fitbit Web API is now Google Health API

The new logo is far from the only indication that Google is gradually overshadowing the Fitbit brand. Attentive developers noticed that the official Fitbit Web API documentation was renamed to Google Health API about a month ago, with the interface being completely rewritten according to Google, and the company providing migration guides. Fitbit’s software and services are thus gradually moving under a new umbrella already.

Google is slowly killing the Fitbit brand. The logo for a new Health subscription, which will replace Fitbit Premium, has leaked Adam Kurfürst News Adam Kurfürst News

The question remains whether the Fitbit mobile app itself will change its name, or whether the Californian giant will unify Fitbit and the far more modest Google Fit (the latter option would make the most sense to me).

Hardware Will Retain the Fitbit Name for Now

At least some comfort for brand fans is the fact that the Fitbit name will not disappear completely. The upcoming screenless band is called Google Fitbit Air, which suggests that the company plans to continue using the Fitbit name at least for hardware. However, software, services, and subscriptions will clearly be unified under the Google Health brand – and after many years when Google was unsure what it actually wanted to do with Fitbit, this is perhaps the clearest signal about the direction of the entire division.

Google has not yet made an official announcement. However, given that logos, prices, and the renamed API have already leaked, it could happen within weeks – at the latest, together with the introduction of the Fitbit Air band.

Would you be bothered if Google completely removed the Fitbit brand from its software?

Sources: 9to5Google, GSMArena