https://arstechnica.com/gadgets/2019/03/fitbit-inspire-hr-review-a-worthy-99-investment-in-your-health/

Apple may be dominating the wearable space, but Fitbit isn't far behind. Long before Apple even made smartwatches, Fitbit made fitness trackers for all types of people who were looking to become healthier or advance their training to the next level. And as of late, Fitbit's $129 Alta HR surpassed others as our favorite simple-yet-powerful fitness band that could work for almost anyone.

But now, Fitbit is retiring the Alta HR and replacing it with the new $69 Inspire and $99 Inspire HR fitness trackers. These devices are meant to not only fix some of the shortcomings of the Alta HR but to also attract users who have never worn a wearable before. There are plenty of those people, and Fitbit is betting that a good portion of them don't want a smartwatch and would jump at the chance to spend less on something that's just as capable when it comes to fitness.