https://techcrunch.com/2020/08/25/fitbit-launches-a-330-apple-watch-competitor/

Fitbit would be the first to admit it was late to the smartwatch game. When it did finally launch a proper smartwatch with the Ionic, it was something of a misfire. But the Versa helped the wearable pioneer make up for some lost ground, courtesy of a solid, Android-compatible device at a good price.

In fact — recent years have seen both Apple and Samsung exploring lower-cost alternatives to their own flagships, as these device become increasingly mainstream. Not to mention the fact that consumers have grown a bit weary of ever-increasing device costs. In spite of that, however, Fitbit is taking a swing at the premium end of the market with the new Sense smartwatch.