Facepalm: Google acquired Fitbit in 2021, pledging to boost accessibility to well being and wellness companies for a broader viewers. Nonetheless, this dedication seems to be wavering, because the tech large is now withdrawing from practically 30 nationwide markets, primarily located within the Americas.

Google has formally acknowledged that Fitbit merchandise are now not being offered in Mexico and different Latin American international locations. Whereas current customers will nonetheless obtain help, together with software program updates and entry to customer support, the transfer places Fitbit right into a extra unique product class for a world viewers.

Along with exiting Mexico and the LATAM markets, Google has revealed plans to withdraw from South Africa. A Google spokesperson mentioned the elimination of Fitbit (and Nest) merchandise from sure markets is a part of an effort to align its {hardware} enterprise with the regional availability of Pixel gadgets. Notably, Pixel smartphones haven’t been provided in South Africa, whereas Fitbit gadgets have been part of the native marketplace for roughly a decade.

Google has assured customers that there might be no alterations to current Fitbit gadgets, guaranteeing they may proceed to obtain updates and bug fixes. Final month, Fitbit’s departure from quite a few nationwide markets in Asia (resembling Hong Kong, Korea, and Malaysia) and Europe (together with Croatia, Czech Republic, Estonia, Hungary, Latvia, Lithuania, Poland, Portugal, and extra) was additionally confirmed.

Following its withdrawal from Mexico, Latin America, and South Africa, Fitbit gadgets are actually accessible for buy in solely 23 international locations worldwide. The supported markets embody the US, Canada, most of Western Europe, the UK, Australia, India, Japan, Taiwan, Singapore, and New Zealand.

Whereas Google has acknowledged its intention to align the Fitbit {hardware} enterprise with Pixel cellphone gross sales, there could also be further motivations behind this resolution. Google has ceased Fitbit gross sales in European international locations missing official Google Retailer help, hinting that the monitoring gadgets would possibly make a return in these international locations when full Retailer help turns into accessible.

Google acquired Fitbit for roughly $2.1 billion two years in the past, a transfer that confronted scrutiny from European authorities. Considerations had been raised concerning the potential integration of Google’s promoting enterprise with Fitbit’s monitoring platform. To deal with these considerations, the Alphabet-owned firm made commitments to safeguard person privateness, forming a sequence of binding agreements with world regulatory authorities.