Google to acquire wearable firm Fitbit for $2.1bn

Fitbit close-up

Dave Kotinsky Getty Images for Fitbit

He predicted that Google would integrate its answer to Apple's Siri, called Assistant, with Fitbit along with its watch software. This brings a completely new set of devices to Google's lineup of hardware products. But it won't have to worry about that when it becomes a Google company. And has created engaging products, experiences and a vibrant community of users.

"One way to use data is to sell advertising, another is to better understand human behavior", Greengart said. And hardware is what Google is after: the company has gone on the record stating its acquisition of Fitbit is about future Wear OS devices, meaning you can probably kiss Fitbit's unloved smartwatch OS goodbye.

All I know is that Google better do something soon. In doing so, Google often has found itself in the cross-hairs of Congress and a slew of government agencies around the world for failing to protect that personal information.

Google announcing that it has bought Fitbit (pending approval by the right regulatory agencies) leaves us with plenty of questions about how the two companies will operate, or even if Fitbit still remains as more than a brand name.

Fitbit has always been a major player in the wearables industry, with more than 100 million devices sold worldwide.

Though WearOS powers a number of Android watches, Google has yet to join Apple and Samsung in developing in-house hardware designed for maximum compatibility with its flagship smartphone.

Fitbit's top executive said the company looked forward to driving innovation in the wearables sector.

For more than a year, Ftibit and Google have partnered on healthcare applications; last April, Fitbit announced that it would work with Google's application programming interface to connect data with electronic medical records via Google's Cloud Healthcare API. Some people use Fitbit's app to record what they eat and how much water they drink.

Fitbit, on the other hand, has enjoyed major success in the fitness tracking market, to the point where wearables are being referred to as Fitbit, like plastic containers are referred to as Tupperware.

That possibly means that a Pixel-branded wearable device will be seen soon enough.

That was fast: Though rumors emerged earlier this week that Google was planning to buy Fitbit, we didn't think we'd hear an update quite this soon.

Fitbit's health division, which partners with programs like Medicare and some health insurers, to develop wellness applications, saw sales climb 16% in the second quarter and are on track to hit $100 million this year, the company said.

Buying Fitbit would give Google a new platform along with access to the company's more than 27 million active users.

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