After months of leaks and hints, Fibit has finally revealed its newest wrist wearable: The $US300 ($379) Fitbit Ionic. Fitbit claims up to four days of battery life, a refined OS that pairs nicely with devices running iOS, Android, and Windows, and a brand new sensor for tracking your heart rate. This smartwatch, which visually calls to mind the lovechild of an Apple Watch and a Fitbit Surge, is a natural progression for the huge wearable company. Just last year, it snapped up notable smartwatch makers Pebble and Vector for a reported $US38 ($48) million. And between the almost-perfect Surge and the incredibly unattractive Blaze, Fitbit has been interested in the smartwatch sector of the wearable market for a while. This is the culmination of that interest. It's profoundly ugly -- like every Fitbit that's come before, but it could be technologically cool enough that you might not care.