Apple's presence in the smartphone market has also given it a huge app ecosystem lead. Xiaomi's appeal by contrast is in its value — the company's Mi Band fitness tracker costs just $15. Fitbit CEO James Park seems unfazed by any of that, highlighting his company's history as a health researcher, and the fact that Fitbit products work on both iOS and Android, giving Fitbit an edge over Apple. "[Apple] started off the life of the Apple Watch thinking of it as kind of a computer on the wrist," he says.