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The Amazfit Falcon is taking aim at Garmin, and possibly Apple
It's hard to know where to put the new Amazfit Falcon on the fitness watch ladder. It looks like a Garmin, but acts more like an Apple Watch and it shares features from both.
It appears to be tougher than the Apple Watch Ultra and more capable software-wise than any Garmin. It also includes L1 and L5 GPS signals, coaching, a large HD AMOLED display and 2 weeks of battery, but $499 may be a bit steep for a device without cellular onboard.
The wording on the product page, however, (GPS edition) suggests a cellular version may follow. That could make it a genuine competitor.