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| The leaked Fitbit Air wearable |
We’ve seen the teaser with Stephen Curry, but now the full picture of Google’s next wearable is coming into focus. And it looks like the tech giant is aiming straight for the subscription-based fitness tracker market.
Just when you thought the wearable market was all about bigger screens and brighter OLEDs, Google appears to be taking a sharp left turn. Fresh off a cryptic video featuring NBA legend Stephen Curry, a flood of new leaks has given us the clearest look yet at the mysterious new device: the Google Fitbit Air.
According to a detailed report by 9to5Google (citing sources familiar with the matter), the screenless band will officially carry the "Fitbit Air" name. The moniker is a callback to Fitbit’s old Aria Air scale, but in this context, "Air" likely points to an ultra-lightweight, minimalist design you barely notice on your wrist.
For those keeping score, this puts the Fitbit Air in direct competition with the Whoop 5.0, a powerful, screenless fitness tracker that currently retails for $359 at Amazon. That price gap is massive—and if the latest retail leaks are accurate, Google is about to undercut Whoop in a major way.
A May Release Date and a Wallet-Friendly Price
While 9to5Google focused on the branding, a second report from Droid Life has dug up product listings from an unnamed retailer. Those listings spill the beans on pricing, straps, and a potential launch date.
The retailer’s system shows a suggested RRP of just $99 for the Fitbit Air itself. Furthermore, the listing points to a firm release date of May 16th. If that holds, we are looking at a launch just a few weeks away.
So, what do you get for that $99? Unlike the bulky smartwatches on the market, the Air is screenless—relying on LED lights and sensors to track metrics like heart rate, SpO2, and motion via an accelerometer. The real selling point, however, might be the strap ecosystem.
All the Bands and Colors Leaked
The retailer didn’t just list the device; they listed everything that goes with it. It looks like Google is taking a page from Apple’s playbook (and Whoop’s) by offering a huge variety of bands to suit different lifestyles. The leaked colorways include:
- Performance Loop Band (Obsidian, Fog, Lavender, Berry)
- Active Band (Small & Large sizes in Obsidian, Fog, Lavender, Berry)
- Elevated SoftFlex Band (Obsidian, Moonstone, Porcelain)
- Metal Mesh Band (Silver, Warm Gold)
From gym sessions (Active Band) to black-tie events (Metal Mesh), it seems Google wants the Fitbit Air to be the only wearable you need.
The "Google Health" Subscription Shift
Here is where the strategy gets really interesting. You might be able to buy the hardware for $99, but the leaks suggest the software is where Google plans to make its recurring revenue.
Both reports converge on a major rebranding effort. Google is reportedly planning to retire the "Fitbit Premium" name and replace it with a "Google Health" subscription. This aligns with the teaser video, which ended with the colorful 'G' logo rather than the traditional Fitbit leaf.
What does the subscription get you? The headline feature appears to be the Fitbit Personal Health Coach, which is expected to be renamed the Google Health Coach. This is an AI-driven tool that analyzes your biometrics (sleep, strain, recovery) and gives you actionable advice—similar to what Whoop does with its "Strain" and "Recovery" scores.
Looking for a screenless tracker right now? Check the latest price on the Whoop 5.0 at Amazon here.
Early rumors suggest that basic step counting and sleep tracking will remain free for all users, but the advanced AI coaching and deep-dive analytics will be locked behind that Google Health paywall. It is a classic razor-and-blades model: cheap hardware, premium service.
The Bottom Line
If the May 16th date and the $99 price are accurate, Google is about to shake up the fitness band market. The Whoop 5.0 is a phenomenal device, but its high upfront cost and expensive monthly fee put it out of reach for casual athletes. The Fitbit Air looks poised to offer 80% of that functionality at a fraction of the entry price.
Of course, we will need to wait for the official announcement to see if the sensors are accurate and if the "Google Health Coach" is genuinely useful. But one thing is clear: The screenless wearable war just got very hot.
Sources: 9to5Google, Droid Life