Google's new $99 Fitbit Air presents a challenge for Samsung

Samsung's wearable devices have been in a league of their own, and have remained a popular option for even those who used non-Galaxy Android devices.

Google is now stepping up its game in this arena in a big way, not by launching a new smartwatch, but a screen-less fitness tracker called the Google Fitbit Air. For those who are unaware, Fitbit was acquired by Google in 2021.

Priced at $99, the Fitbit Air leans into the trend of discrete activity trackers, popularized by Whoop. By only putting in the bare essentials, Google is offering a robust activity tracker that weighs just 12g while being extremely comfortable for extended wear.

Automatic workout tracking is included as well, and users also have the option to manually log workout sessions in the new Google Health app. This new app brings several features, including a Gemini-powered health coach that can help create fitness plans and provide personal guidance for health and wellness.

The new device and app are compatible with both Android and iOS devices, which gives them a leg up on Samsung's offerings, particularly Samsung Health, as users can't really mix and match their wearable for maximum efficiency even when using an iPhone.

The challenge for Samsung at present is difficulty in replicating what Google has done here. It currently doesn't have a similar option for sale. The closest alternative would be the Galaxy Ring, but it also suffers from the same ecosystem constraints, and also happens to be almost thrice as expensive as this wearable.

It would be interesting to see if Samsung comes out with something like this, as the trend of screen-less activity trackers is certainly picking up, even if it decides not to embrace iOS as much as Google has done.