And Casio too.
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I think it remains to be seen where this product category will end up. The way I see it Apple's ambitions seems higher.
Why?
Because it does exactly what a health/fitness band should do.
Because it's not restricted to certain iPhone's.
Because it works with pretty much anything with Bluetooth connectivity.
Because the battery life is twice as good as Apple Watch.
Because it's priced at a very acceptable level.
And most importantly of all, it's designed to be functional and doesn't look like a bulky awkward mess like the Apple Watch does.
Don't get me wrong, I still have no use for this device either, but this is precisely the kind of device I would have expected Apple to have engineered with the whole health & fitness push, especially with Apple having Nike on-board.