Fitbit doomed?

Fitbit Ionic ReviewIt looks like Fitbit’s Ionic (review here) is failing to live up to market expectations.


There are various rumours and analyst comments on stock/inventory not being sold in the run up to Christmas. In part, this is what you can see reflected in the recent share price fall of just over 50cents for the last few weeks.

Continued inventory build for the Ionic leaves us more cautious on Q1

Source: Morgan Stanley

Although an analyst rating Fitbit as a rare ‘SELL’ also plays a part. (Source: Stifel Nicolaus)

It is UNLIKELY that the Ionic is a one-play hope for financial redemption for Fitbit ie they WILL have further models planned. However if the Ionic is not selling then, I’m afraid, that would represent a nail in the coffin for the tech company. Sure you can get nails out with a decent claw hammer but it’s not going to be easy in a highly competitive market.

I actually quite like the basic premise of the Ionic but it’s up against very stiff competition from the Apple Watch and Garmin Vivoactive 3. (Although the latter is a disappointment for me as well).

The Ionic needs time to get a fully stocked app store and fully stocked onboard features. It hasn’t got time, at least it hasn’t got MUCH time. It’s appearance is somewhat quirky with a rectangular screen…but I quite liked that…many others don’t like that. Unfortunately for Fitbit, it’s the others that are going to be buying it en-masse rather than me.

Leave a Reply

6 Comments on "Fitbit doomed?"

newest oldest most voted
Notify of

It’s just too ugly. ?

The Surge 2 (now with color and app store!) Is probably the best device to date from the company (in terms of features, but beyond this? What does it offer that a Apple Watch or Samsung Watch, Or even the Polar M600 already offers? Do they offer the same? Do they offer more? What does the Ionic offer that current owners of these other watches to spend money on this watch? Over-saturation, there is just too much here in the section of the market already and the bigger names offer far more with their devices (in terms of apps but also in physical connections with external devices; sport or just ecosystem devices). Also never discredit the icon. I have asked people in the past that drink Starbucks coffee for example why they do. Would you be surprised to hear a good 35% say they hate the taste of the coffee but by it because of the branding alone? People buy the apple watch because not only of the name, but because of the look…which is synonymous with apple sleek design. Not everyone, but that takes up a portion of the sector of owners. Can fitbit claim and such iconic claims?… Read more »
Andrew Hind

It’s not worth the money for the upgrade from the charge 2 that I already own. They have got the pricing structure wrong. If they want existing customers to upgrade then they need a price incentive. Too many better alternatives on the market at this price and they look better as an everyday watch.