Fitbit takes aim at Apple with new smartwatch launch

Wearable device maker Fitbit Inc <FIT.N> on Monday launched its newest device, the Ionic smartwatch, with features ranging from fitness tracking to contactless payment, as it gears up to compete with rivals such as Apple Inc <AAPL.O>.

Smartwatch produced by Fitbit

Once the market leader in wearables, Fitbit has recently struggled due to fierce competition and had earlier blamed a shift among consumers toward feature-rich devices and smartwatches for its revenue decline.

Ionic smartwatches will feature GPS, heart rate tracking, water resistance up to 50 meters, Fitbit Pay, on-board music, multiple clock faces and a battery that will last more than 4 days, the company said in a statement.