Google is reportedly rebranding Fitbit Premium to Google Health Premium, with early signs appearing in international store listings for the Pixel Watch and other Fitbit devices. The new Google Health logo—a gradient-glow heart icon—aligns with Google’s visual identity, but Fitbit’s hardware branding will remain. This partial rebranding has sparked confusion, as the subscription service for advanced health insights and AI coaching now carries a mismatched identity.

The move follows a report from 9to5Google noting updated App Store and Google Store listings. While Fitbit’s name persists for physical devices, software features like the AI Personal Health Coach will fall under the Google Health umbrella. Critics argue this hybrid approach creates brand fragmentation, especially since Google previously pulled back on the rebrand after public backlash. However, the leaked logo and partial rollout suggest the transition is already underway in select regions.

Speculation about Fitbit’s future continues, with rumors of a screenless fitness tracker—potentially named Fitbit Air—maintaining the brand for hardware. This dual strategy keeps Fitbit relevant for wearables while positioning Google Health as a broader health ecosystem. Analysts question whether this split branding will confuse consumers or dilute Google’s health-focused ambitions amid competitors like Apple Health and Samsung Galaxy Watch.

Ultimately, the confusion highlights Google’s challenge in consolidating its health initiatives. Simplifying the brand hierarchy—either fully embracing Google Health or phasing out Fitbit entirely—could streamline user experience and market positioning.