I've said it before and I'll say it again: A big part of Fitbit's problem is the poor hardware quality of their products, especially considering the high price.

I've said it before and I'll say it again: A big part of Fitbit's problem is the poor hardware quality of their products, especially considering the high price. A lot of people, me included, will never buy another Fitbit after having been burned. This is an opportunity for Apple. They could come in with an "express sport" offering at under half the pricing of the current Apple Watch, optimized as a watch, fitness monitor, listening to media during your workout, and for only charging once a week. (I'm thinking around $120) The selling point would be that you'd pay more than a Fitbit, but you'd get better build quality, experience, and support.