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Nike kills off wearables instead of going to war with Apple

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The news leaked today that Nike had laid off the entire FuelBand team, as the company looks to exit the wearables market. This is a strange move, especially considering the company has just released the FuelBand SE.

But it’s not that strange at all. It’s been rumored for longer than I can remember that Apple is getting into the ‘wearables’ market with a watch-like device, dubbed the ‘iWatch.’

This device is expected to be unveiled this September, alongside this year’s iPhone as Apple seeks to expand into ‘new product categories.’ Today’s Nike move, to kill off the wearables part of the company and focus on software, is surely part of that strategy.

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Nike and Apple have long been close allies, with Nike building a partnership...

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