Fitbit's Blaze product was viewed as a misstep by investors because it is viewed to be too close to the Apple Watch. Investors could have foresaw this occurring. Both firms sell products in the same category at a different price point with different features. The Blaze shrinks this differentiation. Fitbit wanted to extend its product line, but it extended it into a brick wall as it is now competing with firm with an ecosystem of products and an amazing brand reputation. The perfect analogy is Amazon with its kindle product. The initial kindles were e-readers which sold at a cheaper price point than the iPad and other tablets like the Surface Pro. This is similar to the initial Fitbit watches which was a cheap product which did one job well. Both the kindle and the Fitbit had black and white screens, but had value in what they offered. Amazon then tried to expand into colored touchscreen tablets which were a flop and let the firm to discount products in order to compete with the iPad. The Fitbit will have the same problems competing with the Apple Watch. GoPro was a hot IPO which flailed at the thought of competing with Apple. Apple didn't even enter into the camera space and GoPro stock cratered. Fitbit is in an even worse situation because Apple is competing with it. Both Fitbit and GoPro are single product consumer technology companies trying to expand a new category. Both are destined for failure.