Nike discontinues Fuelband and turns focus to software

CNN have reported this morning that Nike have fired the majority of the Fuelband team and will no longer be focusing on wearable technology hardware, meaning the Fuelband itself is to be discontinued.

The move is in response to big players entering the wearable tech space, especially with upcoming smartwatches including those powered by Android Wear and the rumoured iWatch.

It is very likely that this is not without a big partnership with Apple on its way. Nike has powered Apple’s iPod range for years with a pedometer and recent updates to Nike’s fitness apps have ridden the need for a physical device.

Should Apple be announcing an iWatch any time soon, we expect Nike to play a big part in the fitness and health capabilities.

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