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In San Francisco, the company just opened a Fuel Lab where outside developers are encouraged to digitally integrate the Nike brand into their own products. Certainly, Nike’s commitment to developing fitness software remains. “One possibility is that Nike is merely shifting its efforts from its own gadgets to a supporting role for the long-rumored iWatch. “The latest cautionary tale: According to reports, Nike is laying off at least part of the team that oversees the FuelBand, which counts your steps and other exercises and awards Nike-invented Fuel Points to measure activity levels,” Wohlsen reports. MacDailyNews Take: Because Apple hasn’t yet shown the way as they had to do with personal computers, personal media players, online music, smartphones, app stores, tablets, etc. And for good reason: So far, no wearable hardware - no fitness tracker, heads-up display, or smartwatch - has made the definitive case that it really needs to exist.” “In the meantime, the fretting over the viability of wearables as a product category has become chronic. “To date, Apple has never acknowledged plans to make a smartwatch, despite a never-ending stream of rumors and hires that - taken together - have created a sense that such a device is inevitable,” Wohlsen reports. “But with Nike’s help, a new device could rise from those ashes, a wearable that will either make or break the case for whether wearables need to exist at all: the Apple iWatch.” “This may be end of the FuelBand, the Nike fitness-tracking bracelet that once represented the future of wearable computing,” Marcus Wohlsen reports for Wired.