Fitbit's EMEA general manager, Gareth Jones, once said that anything Apple does in the wearables space is good for all the players, Fitbit included. But he also said it is unfair to compare the $200 Blaze with the at-minimum $350 Apple Watch Sport, since the latter is less fitness-focused and more a "jack of all trades" product.

It's also true that Fitbit makes a wide range of fitness-focused wearables and Apple currently makes only few internally identical models of Watch. That is exactly why we should compare them, though.

Humans only have two wrists, and space is increasingly at a premium on both. The Fitbit is usually a funnel for smartwatches, but not necessarily vice versa. As smartwatches like the Apple Watch gain the features that at one time cemented the Fitbit brand as the de facto tracker, and cheaper fitness trackers from companies like Xioami squeeze Fitbit's margins from the bottom up, it's important to take a look at where the two products — and their brands — stand in the eyes of consumers.