Between generic brands and Apple, I don't think there is room for a third competitor. Fitbit learned this the hard way trying to sit in-between. Trying to make

Between generic brands and Apple, I don't think there is room for a third competitor. Fitbit learned this the hard way trying to sit in-between. Trying to make a brand that is more expensive than Apple will likely fail. They have made gold devices before. Plus, most of luxury is perception - and they stand no chance of having better brand marketing and recognition. I don't think that the operating system is enough of a differentiator, particularly when Google controls the software while promoting their own high-end hardware.