Apple Plans to Stop Selling Fitbit Devices in Stores

Apple may soon stop selling the popular Fitbit devices, as it clears the way for its own wearable technology product set to launch sometime next year, according to sources.

It’s unclear exactly why Apple will no longer sell the devices, which track steps and other health metrics, in its retail stores. But the move comes a week after Fitbit issued a statement saying it was still “evaluating integration with HealthKit,” Apple’s new software application that acts as a central repository for health and fitness data on iPhones.

Many other health and fitness app makers, including Strava, Withings, iHealth, Jawbone Up and MyFitnessPal, have willingly updated their apps to give users the option to send their data to HealthKit.

According to the NPD Group, 3.3 million fitness-tracking devices were sold in the U.S. between April 2013 and March 2014. Fitbit, which had an earlier start than others, has claimed nearly 70 percent marketshare, while Nike FuelBand and Jawbone Up make up the majority of the rest of the sales.

All of that could change, of course, with the introduction of more “smart” watches and activity-tracking products.

Following Apple’s announcement of its sleek Apple Watch, which will start at $349 and could get very expensive for the higher-end models, Fitbit founder and CEO James Park underscored Fitbit’s agnostic approach, pointing out that Fitbit works on iOS, Android and Windows devices.

But Fitbit is not the only wearable product Apple sells, and it’s unclear whether Apple will continue to sell other competing devices, including the Nike+ FuelBand. Nike has always had strong ties to Apple and its iOS mobile operating system. Until recently, Nike didn’t offer a FuelBand app for Android users. Apple CEO Tim Cook, who sits on Nike’s board of directors, has often been seen wearing the wristband.

However, this past spring Nike reduced resources in the FuelBand division of the company, in what some believed was a strategic move ahead of Apple’s own wearable announcement.

Apple declined to comment, saying that it doesn’t talk about its vendor partnerships.

In a statement to Re/code, Fitbit’s Park said the company still “looks forward to a robust holiday season as the connected health and fitness category continues its rapid growth.” He noted that Fitbit is still sold in over 37,000 retail stores worldwide, including Amazon, Best Buy, Bloomingdale’s, Kohls, Target and Walmart.

This article originally appeared on Recode.net.