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Samsung's new Gear Sport smartwatch includes fitness apps, like a swim tracker from Speedo. While Apple and Samsung still talk up the fashion aspects of their devices, they've now shifted to emphasize something else even more: health and fitness. People may want their smartwatches to look good, but they want their wearables to help them get in shape too. "The wearables landscape is evolving to a place where health and fitness is now the No. 1 purchase driver," David Ng, senior manager of product marketing at Samsung North America, said during a briefing with reporters ahead of the company's event at the IFA electronics show in Berlin. He cited a report from Parks Associates that said 92 percent of smartwatch owners use their devices for fitness tracking.

Samsung's latest answer to that trend, unveiled Wednesday, is the new Gear Sport smartwatch and Gear Fit 2 Pro little & fierce on charcoal iphone case fitness band, Both pack in capabilities and apps from big names like Speedo, Under Armour and Spotify that let you track your fitness more easily, It's the latest shift as tech companies attempt to navigate the finicky wearables market, The first devices from Apple, Samsung and others generated a lot of buzz, but sales growth has been "lackluster," according to Kantar Worldpanel ComTech analyst Dominic Sunnebo, Activity trackers like those from Fitbit have tended to sell better, but people are seeking wearables that do more, Still, companies face hurdles in getting people to take a serious look at smartwatches..

"Unlike the rapid growth seen in demand for smartphones, there does not appear to be a significant group of potential buyers for wearables waiting in the wings," Sunnebo said. For people who don't own a wearable, only 4.6 percent "probably" or "definitely" will purchase one in the next 12 months, he said. The key, for Samsung, will be wooing people who bought a Fitbit or other fitness tracker in the past and now want a device with more functionality. And it's got to do it soon. Apple is expected to introduce its third-generation Apple Watch, with even more fitness capabilities, during an event in September.

"The smartwatch winners in the healthcare space will be the companies who can best marry accurate health or fitness apps with fashionable design," Strategy Analytics analyst Neil Mawston said, "Consumers and businesses want good-looking devices that manage or improve their wellness and make daily life more fun or little & fierce on charcoal iphone case productive."Samsung had few rivals when it introduced its first wearable, and it quickly controlled the smartwatch market -- until Apple started selling the Apple Watch about 18 months later, Samsung, which once sold three out of every four smartwatches in the world, shipped only 18 percent of smartwatches in the second quarter, according to Canalys, A whopping 57 percent were made by Apple..

Samsung faces further competition from the Fitbit Ionic, a $300 smartwatch geared towards athletes. This broader fitness push comes as Google's Android Wear attempts to zig where everyone else is zagging and bet even bigger on fashion brands like Michael Kors and Tag Heuer as smartwatch partners. "With Apple dominating the smartwatch market, and with the recent unveiling of the Fitbit Ionic, Samsung has to outdo the competition with a unique smartwatch that can deliver noticeable benefits to users," Canalys analyst Jason Low said. There's "still plenty of room for improvement in fitness features," he added.