Apple is far behind the FitBit Surge in both fitness measuring capability and motivation.
As an example; my Surge had me walking up and down stairs at 11:55PM during a Christmas party so I could meet my "floors" goal before the day ended; my family and friends thought I was crazy. I am working out harder and eating better (food quality and time of day) so I can get my resting and sleeping heart rate ever lower, meet my sleep duration goal, and improve my quality of sleep. The whole area of sleep tracking is fascinating. First thing I do each morning is check my heart rate and sleep pattern during the night. I can tell fairly accurately if I'm going to have a good day (alert & active) at work based on what happened during the night.
My only disappointment with the Surge is it looks out of place in my work office environment.
I have pre-ordered the new Microsoft Band 2 and should be getting it Friday. The look is much more professional and it has all the fitness capability of the Surge and then some. I will be wearing both 7x24 for a couple weeks to see how they compare.
Once you have a FitBit Surge or MS Band 2, you will realize how inept the AW is in the fitness area. They both have phone notification capability; the MS Band 2 is compatible with all three mobile O/S's. The MS Band also has apps that can be purchased/installed.