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Apple, FitBit Jump In Deep End

When Apple CEO Tim Cook introduced the Apple Watch two years ago, he spruiked its ability to show e-mail, a calendar, the weather and to make phone calls.

But Apple has gone a step further with its updated model last week, which has more of a focus on sports and fitness.

“We think Apple Watch is the ultimate device for a healthy life,” said Jeff Williams, Apple’s COO.

The new emphasis involves a marketing shift for the watch, away from a stylish jack-of-all-trades fashion accessory to a personal trainer.

Apple designed the new version, called Series 2, to be water-resistant to a depth of 50 metres. Apple has also touted a partnership with Nike to market sports-themed watches with GPS.

Hot on Apple’s heels is the Flex 2, pictured, Fitbit’s first swim-proof wristband. It too is water resistant up to 50 metres, and can be worn in the pool, in the ocean, or even in the shower. Among other duties, it tracks pool swims including laps, duration and calories burned.

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