Fitbit In Focus Amid Expanded Strategic Partnership With Humana

WHAT'S NOTABLE: Shares of Fitbit fell on September 12 after Apple (AAPL) unveiled its new Watch Series 4 at its product event. The device features a larger display, new user interface, digital crown with haptics, faster performance, louder speaker and electrical heart sensor with electrocardiogram app and an optical heart sensor. In addition, the company said it received Food and Drug Administration approval for the built-in ECG scanner and it is the first over-the-counter ECG product. Following the fall, Morgan Stanley analyst Yuuji Anderson told investors that he believes the drop "rightly reflects" concerns over the pace of software and sensor improvements at Fitbit. However, the analyst added that he is more concerned that the functionalities of Fitbit's Versa and Charge 3 are not sufficiently differentiated to avoid cannibalization and their aggregate demand will not sufficiently offset legacy product declines.

'SIGNIFICANT EVOLUTION:' Craig-Hallum analyst Alex Fuhrman called Fitbit's Fitbit Care launch a "significant evolution" in the company's strategy to add value as a healthcare partner and to increase its recurring revenues. He also views the concurrent Humana (HUM ) partnership announcement as evidence of the strong market demand for companies and healthcare providers to partner with Fitbit and integrate its data into users' other care plans.

PRICE ACTION: Fitbit is up 2.1% to $5.92 in morning trading.

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