![Why sports apparel brands are giving up on fitness apps [Cult of Mac]](https://0bd0f7.n3cdn1.secureserver.net/wp-content/uploads/2019/08/4762376623_12511b0b22_z.jpg?time=1674238628)
by Graham Bower | Aug 20, 2019 | Fitness, Technology
Remember when every sports apparel brand needed an app to be cool? Ten years ago, the Nike+Apple partnership was in its ascendency, while Under Armour and Adidas were splurging millions acquiring fitness apps like MyFitnessPal and Runtastic. Back then, brand owners...
![Review: Form’s AR swim goggles blow Apple Watch out of the water [Cult of Mac]](https://0bd0f7.n3cdn1.secureserver.net/wp-content/uploads/2019/08/form-swim-goggles-1080x675.jpg)
by Graham Bower | Aug 7, 2019 | Fitness, Technology
Fitness tech startup Form launches its first product today: augmented reality swimming goggles. You might think AR sounds like a bit of a gimmick for swimmers. I certainly did. My Apple Watch already does a pretty good job of logging my swimming workouts, so I didn’t...
