Buying a fitbit is just buying a fitbit like buying a Casio is just buying a Casio. If Apple Watch were some agnostic thing that didn't require dragging an entire ecosystem I don't live in with it, I'd probably consider it. Assuming the battery life didn't suck. As is I'll probably go with Garmin when it's time. Google is the kiss of death and if Fitbit is being shopped to Google then they're dead already.