Fitbit has officially unveiled its new ‘Ionic’ health and fitness tracker with smartwatch features that compete with the Apple Watch. Fitbit Ionic is priced at $299 and is comparable to the Apple Watch Series 2 which starts at $369.

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Following its acquisition of Pebble last December, Fitbit has been rumored to be working on its own smartwatch for a release at some point this year. We saw a couple renders of Fitbit’s latest wearable back in May, but a new batch of images from Wareable shines new light on what to expect from the upcoming Apple Watch competitor.

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While several wearable companies have exited the market recently, Fitbit is still working on its new smartwatch. According to CEO James Park, the company hopes to release the accessory “ahead of the holiday season.” Park made the announcement in Fitbit’s Q2 2017 earnings release. 

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Following several reports over the past few days, both Pebble and Fitbit have officially announced this morning that Fitbit will acquire Pebble’s software assets as the smartwatch maker is dissolved. The acquisition excludes all hardware.

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According to a number of sources, Fitbit is on the verge of acquiring smartwatch maker Pebble. The deal comes as both companies are facing declining fortunes in the wearable industry. Notably, this acquisition will reportedly see the Pebble brand phased out.

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As regular readers will know, I’ve become a complete convert to the Apple Watch. But the Watch isn’t for everyone: it’s relatively expensive, fairly chunky and for most users has one-day battery-life.

I’ve been trying the Fitbit Alta for the past week, and while I’ll personally be sticking to my Apple Watch, I do think it could be a decent option for those with more limited needs and/or budgets …

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