The Short Version
Google launched Fitbit Air, a screenless fitness tracker starting at $99.99, shipping May 26, with heart rate, sleep, and blood oxygen tracking and no required subscription beyond optional $9.99/month coaching.
Fitbit Air costs $99.99, has no screen, and tracks heart rate, sleep, blood oxygen, and irregular heart rhythms. Whoop charges $30 a month for a similar sensor set and no screen. Google just made that subscription hard to justify. The health coaching layer costs $9.99 a month if you want it, but the hardware works without it. Apple Watch SE starts at $249. That gap now has a serious competitor sitting in it.