Apple CEO Tim Cook is known to wear a Nike FuelBand to monitor his fitness. Could an Apple watch be replacing it soon?
It’s a simple thing, really, the rubber and stainless steel band that a well-known CEO frequently wears around his wrist.
But the Nike FuelBand that Apple’s Tim Cook has been seen sporting at
multiple public events is just one clue about a possible deal between
Apple and Nike that could be part of the sales pitch when a rumored
Apple watch hits the market.
Late on Friday (the traditional time of the week for companies to
release bad news), came a news report that Nike had laid off much of the
team responsible for the FuelBand and would not continue to update the
line of wearable gadgets, which measure physical activity and monitor things like heart rate and calories burned.
Nike had planned to release a new, thinner FuelBand in the fall, but
those plans have reportedly been shelved and the company won’t say
whether there will be a new one.
Nike has said it plans to continue supporting the current FuelBand
for the “forseeable future” and that new color options will be
available.
Neither Nike nor Apple replied to messages seeking comment for this article.
Nike told tech blog Re/code that only a “small number” of staffers
were laid off and said it remains committed to the Fuel line of fitness
products.
Still, the retreat seems odd for a company that has made its name in
sports equipment — and has led to speculations that Nike may be working
on a new partnership with Apple.
“Apple is in the hardware business. Nike is in the sneaker business. I
don’t think Apple sees Nike as competitive,” Jim Duffy, a Nike analyst
with Stifel, Nicolaus & Company, told CNET. “Nike would be content
to let Apple sell devices, as long as they would be supportive of the
apps.”
Even Nike’s statement seems to leave the door open that an Apple deal might be the end goal.
“Nike is committed to Nike+, to NikeFuel, and to driving innovations
that bring richer experiences for all athletes,” KeJuan Williams, a
spokesperson for the company, said in a written statement.
“We will continue to leverage partnerships to expand our ecosystem of
digital products and services, using
NikeFuel as the universal currency
for measuring, motivating and improving.”
Yes. “Leverage partnerships.”
Of course, a forthcoming Apple-Nike wearable product is still just conjecture at this point. But consider:
– Already, Apple’s iOS system is the only mobile system that can be used with the Fuel Band and its set of apps.
– Cook has sat on Nike’s board of directors for the past nine years.
And the two companies have already teamed up to create the Nike+ mobile
app for iPhones and iPods.
– In September, Apple hired Nike’s Ben Shaffer, the man behind the “Innovation Kitchen” that created Fuel Band.
– Apple is the highest-profile company that has not yet entered the
wearable tech field — despite the fact that rumors of an “iWatch” have
been swirling for years.
With Google, Samsung and other competitors already selling wearable
gear, it would make sense for Apple to get into the game sooner rather
than later.
Apple’s Worldwide Developers Conference is set to begin on June 2,
and the company has used the event in the past to announce new products.
Alternately, Apple has made a habit of introducing a new iPhone every
fall, in advance of the holiday shopping season. It would certainly
make sense to unveil a new product then as well.
- By Doug Gross, CNN
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