One key feature of the IconX is the ability to touch the earpods to carry out tasks, such as activating Bixby, Samsung’s smart artificial intelligence assistant. Bixby was launched with the Samsung Galaxy S8 flagship smartphone earlier this year.

The device launch marks Samsung’s biggest into health and fitness yet. To date, the company has dabbled with the S Health app, which is a central hub to monitor fitness, as well as bringing out a slew of wearables.

But Samsung is taking the challenge to many of the leading players in the wearable market like Fitbit, Xiaomi, and Apple with its latest push. Partnerships were a key part of the announcement which took place at the IFA consumer electronics show in Berlin, Germany.

Samsung struck a deal with Spotify that allows people to download songs onto their Gear Sport or Gear Fit 2 to listen offline. That means they can go for a run without the need for a phone and still listen to music. That feature has been available on the smartphone app version of Spotify, but this is the first time it has been made usable on a wearable.

Making the smartwatches water resistant up to 50 meters will also allow people to use them when swimming.

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