In preparation for the Apple Watch launch on April 24th, Apple removed its fitness tracker offerings from its online and retail stores. Fitness trackers like the Jawbone UP, Nike+ Fuelband, and Fitbit deliver similar activity information as the Apple Watch. All devices track user movement throughout the day. Fitness trackers are also able to offer sleep analysis due to their long battery life. Because of their long battery life and lower price point, fitness trackers will remain popular among consumers when the Apple Watch goes on sale. Apple’s decision to remove the devices from its stores is part of retail executive Angela Ahrendt’s goal of putting Apple’s products front and center by consolidating the amount of accessories in the stores.