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One is that Apple has been more aggressive about targeting entry-level fitness users, through both its expanded Apple Watch hardware and Apple Health software offerings, and through its forthcoming Apple Fitness+ service, which launches later this year. What’s more likely going on here is that Under Armour sees diminishing value in this segment over the long term, and there are a number of possible reasons about why that might be. Under Armour’s overall brand image is more associated with professional athletics, and with an enthusiast/semi-pro clientele (or those aspiring to that designation). It’s definitely true that both MyFitnessPal (which claimed 80 million users in 2015 at the time of acquisition, and has more than 200 million users according to today’s press release) and Endomondo were aimed at more casual and entry-level fitness users, who might be working out for the first time, or looking to improve their daily health, but aren’t likely training for endurance-sport competitions. Under Armour Snatches Up Health And Fitness Trackers Endomondo And MyFitnessPal

Myfitnesspal