The rumors were true: Apple just stopped selling Fitbit products in its online store. Apple hasn’t revealed why the decision was made, but considering Fitbit’s vocal stance against integrating with HealthKit, it looks Apple may not want to distribute a direct competitor to its upcoming Apple Watch. Apple is also reportedly planning to stop selling Bose products as well, though there’s nothing confirmed on that yet.
If you’re in the market for a Fitbit device and you’re shopping at the Apple Store, you’ll probably have to shop elsewhere to purchase the fitness tracker. Following report from Re/Code last month that Apple planned to drop the Fitbit line of wearable devices from its Apple Store lineup, Apple has today removed the Fitbit Flex and other Fitbit products from its online store following low inventory over the past week. While its unclear why Apple is no longer selling Fitbit products through its retail channels, on the surface the move is similar to Apple’s decision to discontinue selling Bose headphones and speakers at its retail and online stores.