The Fitbit Sense is a classic case of trying too hard to beat Apple

Ever since the Blaze launched its first watch-sized tracker with a color screen just months after Apple unveiled its first Watch, Fitbit has seemingly been happy to be the “other” smartwatch maker. From the fitness-focused Blaze to the smart Ionic and smarter-still Versa, Fitbit has carved out a wearable niche by embracing its second-fiddle status, offering a simpler, streamlined, and cheaper alternative to Apple’s trendsetting wearable.

The Sense is Fitbit’s attempt to break that mold. Its squarish frame and swappable bands still look a lot like the Apple Watch, and the screen has rounded corners now to match. Its new fast charger is magnetic like Apple’s puck, and the strap system has been upgraded to be closer to Apple’s quick-release button. And the inductive button is trying to be as simple and distinctive as Apple’s Digital Crown.

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