In somewhat surprising news, Nike has announced that it fired the majority of its FuelBand team, and is pivoting its business away from wearable hardware and into exclusively software. That means that all FuelBands will likely not be produced in the relatively near future, and the slimmer model planned for this fall will not make it to production. For now, though, the present generation of FuelBand will continue to be sold. It seems as though this move isn’t necessarily because the wearable market is faltering; indeed, wearables and fitness tracking more broadly continue to boom. This has more to do with the fact that Nike’s digital app ecosystem continues to out-perform its physical hardware like, and as Apple and Google stand poised to join the battle for consumers’ wrists, Nike likely simply decided now was the time to re-focus the business plan.