Fitbit is fitbit. Apple Watches are AMAZING. They are basically mini phones that do so much. You can call people from it. You can use your camera from it. You can text people from it. Almost all the apps on the iphone have their own iwatch versions. Fitbits cant do ECGs or capture your blood oxygen level. My iwatch face alone displays like 10 different things. Cant take a screenshot of my iwatch face since its charging but found this on google. It's a mini computer in the palm (wrist) of your hand. Time, heart rate, temperature, weather conditions, stocks, radio, calenders, everything right on the watch face/screen without ever having to go into the apps. I dont really love any apple products, i can see why others love them....ive always been a sony guy, but my iwatch is the only Apple product I actually love.