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Fitbit launches $300 Ionic Apple Watch challenger, market still grows

Fitbit has launched its first true smartwatch, the $300 Ionic. With support for third-party apps, but notably no cellular connection, the Ionic is going head to head with the likes of the Apple Watch, by aiming to provide a premium user experience, as well as challenging the also expensive fitness-focused watches from the likes of Garmin. Due for release in October, the Ionic will be the most expensive Fitbit device sold to date. While $30 more expensive than the first-gen Apple Watch, the Ionic is still cheaper than Apple’s gen-two design – the one where Apple finally nailed the hardware and software to provide a suitable experience. By most accounts, Apple leads the smartwatch market, and so Fitbit has a…

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