The charge 5 actually looks good

Meet our most advanced fitness & health tracker with tools like an on-wrist ECG app for heart health,** EDA Scan app for stress management and more. Get a 6-month membership of Fitbit Premium™*** and optimize your routine with Daily Readiness Score… More here.

It may be the ‘Apple inspired’ strap or the new shape, but something about this design grabs me. I like the idea of the readiness score as well.