Fitbit just showed off its answer to the Apple Watch

James Cook

Jan 5, 2016, 21:57 IST

FitBit

The Fitbit Blaze.

Fitbit launched its new wearable device on stage at CES in Las Vegas on Wednesday, and it's a square "fitness watch."

The Fitbit Blaze looks sort of similiar to the Apple Watch: It's a square smartwatch that can run different apps.

However, Fitbit is positioning the Blaze as a fitness-focused device that can track the heart rate of its wearer, as well as calories burned, steps, and also sleep.

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The $200 device is due to be released later this year.

Fibit stock dropped after it announced the device:

Crumbs, Fitbit now down 7% after Blaze smartwatch unveiling at CES - its first new product since it went public. $FIT
- Tim Bradshaw (@tim) January 5, 2016

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