The rumours were true: Apple just stopped selling Fitbit products in its online store. Apple hasn't revealed why the decision was made, but considering Fitbit's vocal stance against integrating with HealthKit, it looks Apple may not want to distribute a direct competitor anymore.
Apple is also reportedly planning to stop selling Bose products as well, though there's nothing confirmed on that yet.
If you were planning to buy a Fitbit from Apple, don't worry. They aren't hard to track down someplace else; there are over 37,000 other vendors, including the likes of Amazon. If (for some reason) you must buy your fitness tracker through Apple, it's still selling Jawbone and Nike Fuelband gear. [9to5Mac]