Google Launches $99 Fitbit Air to Rival Whoop
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- Google launched the Fitbit Air, a screenless wearable priced at $99–$100, available May 26, featuring Gemini-powered Google Health Coach capabilities
- The device is positioned as a direct Whoop competitor, with the screenless design and subscription-free model cited by multiple outlets as key differentiators from Whoop's subscription-based approach
- The Fitbit app is being rebranded to Google Health, effectively absorbing the Fitbit brand into Google's broader health ecosystem
- A special Stephen Curry edition of the Fitbit Air was also announced, according to 9to5Google and confirmed by Curry's own social media post
- Coverage converges on the screenless form factor as the device's defining trait, with outlets like Gulf News and The Verge explicitly framing the lack of screen as the product's central design philosophy
- Pricing varies slightly across reports — $100 in Engadget and Bloomberg, $99 in Droid Life and SamMobile, $99.99 in The Tech Portal — suggesting an MSRP near $99–$100
Why it matters: Google is retiring the Fitbit brand by absorbing it into Google Health while launching a $99 screenless wearable with Gemini AI coaching to undercut Whoop's subscription model — consolidating its health-tracker identity under the Google name and leveraging AI to differentiate on coaching rather than hardware.
