Less than two months before Google I/O, Google has rebranded its Android Wear watch platform to “Wear OS.” The recent name change is part of a move to have its watches stand apart from Android, but it could also indicate that Google’s smartwatch strategy is about to shift. Google may release a completely new Wear OS focused on the Google Assistant or a Google-branded smartwatch. Scott Stein writes via CNET that Android Wear needs more than a new name to fight the Apple Watch: The Apple Watch took over the top spot in global wearable sales recently, according to IDC, despite the fact that it’s only compatible with iPhones. Fitbit just announced the Versa, a promising casual smartwatch that will interface with any iPhone or Android and starts at just $200. The wearable market is growing. But where is Google in that picture? The Fossil Group, maker of many of the Android Wear watch products last year, reported some promising numbers: “In 2017, Fossil Group nearly doubled its wearables business to more than $300 million, including 20 percent of watch sales in Q4,” said Greg McKelvey, Fossil’s chief strategy and digital officer, as part of Google’s Wear OS announcement. So it sounds like Android Wear — sorry, Wear OS — is still in the game. But the problem, for me, is that I’ve never found Android Wear watches to be particularly great. Google relaunched Android Wear over a year ago with new software and added fitness smarts, plus standalone phone functions. But Apple’s watch strategy has advanced faster, with better hardware. The Apple Watch S3 can be a phone, now. So can Samsung’s Gear S3, which runs on Tizen. Google, meanwhile, stopped adding cellular functions to watches after the lackluster LG Watch Sport last year.
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