In terms of real estate, your wrist is a tight market. Wearables and smartwatches from Apple, Fitbit, Garmin, Pebble, Jawbone — the list goes on — all seem to be vying competitively to be the one to wrap around your wrist.
However, Microsoft is loosening its grip.
The tech giant cleared out its online store of its wearable fitness tracking device, known as Band. What’s more, there are no details as to a plan to make any new versions, according to ZDNet. On top of that, the Band Software Development Kit has also disappeared from the Microsoft site.
In response to inquiries, Microsoft released a statement saying: “We have sold through our existing Band 2 inventory and have no plans to release another Band device this year.”
Speculations as to what the real story is arise as Aetna announced it is subsidizing Apple Watches for subscribers during health care recruitment season. At the same time, Fitbit’s stock took a dive after Apple’s announcement.
As for the Band, Microsoft released the second version last year, streamlining the device, while adding both GPS and a sleep tracker, as well as a heart rate monitor and “personal assistant” Cortana.
Microsoft had most celebrated and marketed the health features, saying it has a commitment to health and giving users insights related to their personal health.
That said, recently, Apple also announced that it is rolling out a wider variety of features related to its HealthKit. This, too, does not help the Band’s reach and range for consumers.