Google may be preparing to move away from the Fitbit brand on the software side, based on new app listings and branding changes seen in recent days. According to a 9to5Google report, references to a new service called “Google Health Premium” have appeared in some app stores and online listings, suggesting a possible shift from Fitbit’s existing subscription services.
The development has not been officially announced by Google, but multiple signs point to a gradual rebranding of Fitbit’s software and services under a broader Google Health identity. The Fitbit brand may continue to exist for hardware products, the report says.
New “Google Health Premium” branding appears
As mentioned above, listings on app stores have shown “Google Health Premium” as an in-app purchase option. The pricing in these listings matches the current Fitbit Premium subscription, at $9.99 per month or $79.99 annually.The new branding has also appeared in some international Google Store listings when users add devices like Pixel Watch or Fitbit products to their cart. A new logo associated with Google Health has also surfaced. The icon features a heart shape designed with a brush-style stroke and uses Google’s gradient colour scheme.
Fitbit branding may remain for hardware
While software branding may change, the Fitbit name could continue for devices. Reports say that a future fitness tracker might be called “Google Fitbit Air.”
This could mean that the company plans to keep the Fitbit name for its hardware products.There has been no formal announcement from Google about the changes. Some of the app store listings showing the new branding have also been removed.The shift, if confirmed, would mark a change in how Google positions Fitbit within its ecosystem, especially as it continues to expand its health and wearable offerings.
