Disclaimer: I use a Fitbit.
That said, I have looked for other avenues to jump ship, as the quality of Fitbit's products has been suspect over the past year or so. I really would like an Apple Watch, but there are things that FitBit does that Apple Watch doesn't. The main sticking points for me are:
1. Battery Life and sleep tracking - I get 5 days of battery life out of my Ionic (I can do a 2+ hour cardio workout and only drop 3% - 4% on my battery) and that means that I can sleep with it on without having to worry about the battery going dead overnight. The Apple Watch just can't match this. Its 18 hours of battery life doesn't leave room for sleep tracking, and even if there was a way to crowbar sleep tracking in, Apple doesn't support sleep tracking from the watch.
2. Full time, 24/7 heart rate tracking - FitBit does this, and Apple Watch does not. From what I understand, Apple Watch takes periodic measurements of heart rate data throughout the day. But it's not a constant measurement. Fitbit tracks heart rate data constantly.
If I decide to dump my Ionic, I'll probably stay in the Fitbit fam and try for a FitBit Versa (1st gen). I don't like the privacy concerns with Alexa, and I definitely don't need a subscription service. Plus, the 1st gen should be discounted.
Just my 2 cents' worth.
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Simply not true, many times in the past Fitbit has never even registered my sleep. Their software is extremely lacking, and now they want to charge you for it. Think this will be a huge flop, but they are going out shooting.
In what way is the software lacking? Personally, I like the sleep insights (breaks things down into categories like light sleep, deep sleep, REM sleep). I agree that it would be awesome to have Apple Health integration (apart from the third party apps that sync your FitBit data to Health), but for the most part, I see the software as very good.