Google may be preparing to move away from the Fitbit brand on the software side, based on new app listings and branding changes observed in recent days. According to a report from 9to5Google, references to a service called 'Google Health Premium' have surfaced in app stores and online listings, indicating a potential shift from Fitbit's existing subscription offerings.
The development has not been officially announced by Google, but multiple signs point to a gradual rebranding of Fitbit's software and services under a broader Google Health identity. The Fitbit brand may continue to exist for hardware products, the report notes.
New 'Google Health Premium' Branding Appears
As noted, listings on app stores have shown 'Google Health Premium' as an in-app purchase option. The pricing in these listings matches the current Fitbit Premium subscription, at $9.99 per month or $79.99 annually.
The new branding has also appeared in some international Google Store listings when users add devices like the Pixel Watch or Fitbit products to their cart. A new logo associated with Google Health has also emerged. The icon features a heart shape designed with a brush-style stroke and uses Google's gradient color scheme.
Fitbit Branding May Remain for Hardware
While software branding may change, the Fitbit name could continue for devices. Reports suggest that a future fitness tracker might be called 'Google Fitbit Air.' This could indicate that the company plans to retain the Fitbit name for its hardware products.
There has been no formal announcement from Google regarding these changes. Some of the app store listings showing the new branding have also been removed.
The shift, if confirmed, would mark a change in how Google positions Fitbit within its ecosystem, especially as it continues to expand its health and wearable offerings.
