Fitbit just showed off its answer to the Apple Watch

Fitbit blazeFitBitThe 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. But¬†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.

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


NOW WATCH: The insanely successful life of Uber billionaire Travis Kalanick

NOW WATCH: Tech Insider videos

Want to read a more in-depth view on the trends influencing Australian business and the global economy? BI / Research is designed to help executives and industry leaders understand the major challenges and opportunities for industry, technology, strategy and the economy in the future. Sign up for free at