https://techcrunch.com/2019/08/28/fitbit-is-launching-a-10-premium-subscription-service/

Services are the future of Fitbit . That was the overarching message from an event this week in Manhattan. The small gathering of media outlets found the company spending most of its stage time on software and services, leaving a small window at the end to discuss the launch of a pair of hardware products, the Versa 2 smartwatch and Aira Air scale.

After a decade of leading with hardware, Fitbit has no doubt seen the writing on the wall in the wearables category. It’s true that devices continue to see growth, but with Xiaomi and other Chinese manufacturers devouring the low end of the market and Apple utterly dominating smartwatches, Fitbit is looking at other ways to leverage its presence in fitness.