I’m still not entirely sure what fitness bands are or what their purpose is or who wears them, although some of you expressed your fondness in a past post. Yet as much as the market appears to be expanding (even Microsoft is getting involved, late as they tend to be), Nike, who manufactures one of the most well-known fitness bands out there, the Nike+ Fuelband, is pulling the plug.

I have to admit the thing looks nifty, but according to this post on Wired, Nike is halting production. The speculation is that they are going to instead throw their support and software development behind the rumored-to-be-upcoming iWatch, Apple’s answer to whatever it’s an answer to. I’ll say it again, I didn’t know people still wear watches, but with some commanding prices of well over $100,000 the market is clearly still there.

I find this strange as Nike is a gigantic company, and there is no reason they couldn’t supply software to the iWatch while continuing to offer their own brand. They have long had a relationship with Apple, however, and the Fuelband itself was iOS only, so perhaps this is a natural way to cut costs yet still remain in the market.