Fitbit introduces $300 smartwatch in challenge to Apple

Fitbit Inc. is launching its long-awaited smartwatch this fall, hoping to challenge Apple Inc. with a device that offers some functionality that does not require a connected phone.

Beginning in October, Fitbit FIT, +1.24% will sell a smartwatch called Fitbit Ionic for $299.95, above the price point of Apple’s AAPL, +0.37% Series 1 Apple Watch, but below that of its most recent iteration. While the watch needs to be electronically tethered to a smartphone to access messaging and notification features, users can listen to music through Pandora and will pay for items without using their phones.

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