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New Apple minisite aims to insert Apple Watch into corporate wellness programs

A new section on Apple's website markets the Apple Watch as choice for corporate "wellness" programs, taking aim at a segment largely dominated by Fitbit.

The minisite touts existing partnerships with companies like Aetna, IBM, and Lockton, as well as the Watch having "wellness solutions your employees already know and love," like Lose It!, Virgin Pulse, and Vitality. It positions the Watch as a "holistic" option, able to help not just with activity tracking but areas like nutrition, breathing, and mindfulness.

The company is also selling the Watch on its ability to keep people locked into the working world, thanks to built-in apps like Calendar and Messages, and third-party options like HoursTracker.

The site lastly guides businesses through how to integrate the Watch, for example noting that while businesses under 100 workers can arrange a deal through an Apple store, organizations over that limit have to email the company's Corporate Wellness unit directly.

Apple has been selling the Watch to businesses for some time, but the minisite may signal an intensified effort. Fitbit could be a difficult rival to unseat — the company has been in the wearables market for longer, and its fitness trackers are universally cheaper, costing less than $200 even for the more watch-like Blaze.