Apple, no matter the love or hate, is a company that lives in the spotlight. No matter what mobile device a company places on the market, no matter how innovative, it will always be compared to what Apple does. The company introduced what we know as the modern smartphone back in 2007, and the company's iPad changed the way we use tablets. While Apple wasn't the first to put out a modern smartwatch (Samsung with the Galaxy Gear in 2013 holds that title), Apple does own a large customer base -- and placing a smartwatch on the market for its customer base means that Apple would, rather easily, slaughter its competition in the wearables space.
Fitbit has had its share of success (just look at the first month sales for the Alta and Blaze), and the company recently found itself criticizing Apple's approach in the Apple Watch. "We look at it from a consumer pointe of view. The Apple Watch is a computing platform, but that's really the wrong way to approach this category from the very beginning," said Fitbit CEO James Park.
Fitbit claims that Apple's computing platform approach is wrong when it comes to wearables, but that isn't entirely true. After all, the Apple Watch has seen sales as high as 12 million in 2015, suggesting that Apple has been doing everything right in the company's first smartwatch. Fitbit, on the other hand, makes fitness bands that attempt to do as minimal a job as possible to provide information at a glance. While some consumers prefer the "less is more" philosophy, not all do; some want a smartwatch that provides everything and the kitchen sink -- especially if the smartwatch costs $349 or higher.
In the end, it's perhaps the case that Park shouldn't criticize the Apple Watch. The device is outselling Android Wear and Samsung's own Gear S2 smartwatch (that runs Tizen), so there's something to love about it. While Fitbit has had a good run so far and sold 1 million Blaze smartwatches (or half a million at least in the first month), the device costs $150 less than an Apple Watch (at $199 vs. the Apple Watch's $349) and isn't on the same plane. Fitbit is for fitness enthusiasts, but the Apple Watch is designed for tech enthusiasts. That doesn't mean both camps don't want many of the same things, but the Fitbit Blaze isn't meant to do computing in the same vein as the Apple Watch. Different strokes for different folks, some say.