Fitbit Inc (FIT) Traders Eye New Lows Amid Competition Concerns

Fitbit Inc (NYSE:FIT) has been struggling due to news Apple Inc. (NASDAQ:AAPL) is gaining in the wearable tech market

by Josh Selway

Published on Aug 28, 2015 at 11:36 AM

Yesterday, Fitbit Inc (NYSE:FIT) took a more than 12% spill -- earning itself a place on the short-sale restricted (SSR) list -- as reports surfaced claiming Apple Inc. (NASDAQ:AAPL) is close to usurping the company as the leader in the wearable tech market. FIT isn't done sliding, though. The shares are down another 4.3% to sit at $33.47 today.  

Shares of FIT debuted at $30.40 on June 18 -- well above their IPO price of $20 -- and more recently, this level acted as a magnet for the stock. As a result, short sellers have been moving in. Short interest more than doubled during the two most recent reporting periods, and now represents over 10% of FIT's float.

Moreover, after the stock was placed on the SSR list yesterday, bears made their way to the options pits. More than 950 contracts were bought to open at the front-month September 30 put yesterday, meaning traders expect the stock to breach the round-number level -- and hit all-time lows -- by the close on Friday, Sept. 18, when the options expire.. 

For now, the majority of analysts remain in the bulls' corner, as "buy" and "strong buy" recommendations still outnumber "holds." Then there's Fitbit Inc's consensus 12-month price target of $55 -- a more than 64% climb from current levels. If analysts begin to share shorts' pessimistic outlook, downgrades and/or price-target reductions could further harm FIT
 
Meanwhile, 21 analysts rate Apple Inc. at least a "buy," with 11 others saying it's a "hold" -- the stock still hasn't received a "sell" recommendation since 2009. The shares were last seen slightly lower near $112.10, as traders weigh news of a partnership with the Pentagon, and reports that a major music executive has hit the bricks.

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