Fitbit Banished From Apple Online Stores, Survives In Retail Outlets

Apple has removed all FitBit products from its online stores following a purported cold war between the two companies.

Apple, the world's second largest smartphone company, is slowly making its power felt on smaller companies. After removing all Bose audio products from its online stores last month, the Cupertino tech giant banished Fitbit wearables from its online stores. The health tracking devices continue to sell at Apple retail locations, but isn't clear how long the company plans on continuing the offering, AppleInsider reported. Store executives were clueless on the future of Fitbit in Apple retail outlets.

Searching for Fitbit did not return any products on Apple's official store. According to 9to5Mac, the Cupertino tech giant removed Fitbit products including Fitbit Flex from its online store on Friday. The removal of Fitbit devices follows a report from last month, where Re/Code forecast the move in favor of pushing its own wearable lineup to the front shelves.  

Another possibility behind the removal was linked to Fitbit's decision against integrating with Apple's HealthKit. Apple's focus on its smartwatch, Apple Watch, is also a possible reason why the tech giant wanted to eliminate the competition. The real story behind Apple's decision remains unknown.

In a statement issued to Apple Insider, Fitbit's CEO and co-founder James Part said the affordable wearables will be offered across a wide range of stores.

"As the #1 selling connected device with 69% year-to-date 2014 market share (source: NPD), Fitbit is currently sold in 46 countries and in over 37,000 retail stores, including Amazon, AT&T, Best Buy, Bloomingdales, Brookstone, Dick's Sporting Goods, Kohls, Microsoft Store, Nordstrom, REI, Target, The Sports Authority, Tory Burch, Verizon and Walmart. Fitbit looks forward to a robust holiday season as the connected health and fitness category continues its rapid growth," Part said.