Much like how Apple is starting to seem like a luxury brand nowadays, Nike is looking a lot more like a tech brand than a sports apparel icon. And it's all because of one device: the Nike+ FuelBand. And now Nike’s nifty wrist-worn activity monitor has got itself an upgrade in the form of the more capable (and colorful) SE.

On sale Nov. 6, one of the $149 FuelBand’s new features, "Win the Hour," keeps track of movement throughout the day and continually reminds those who wear it that they need to get up and move around soon or they won’t “win” that hour. The "Win the Hour feature came from insight we saw in our data," Jenny Campbell, senior director at Nike Fuel and consumer knowledge, said in a promotional YouTube video. "Less than 2 percent of our FuelBand users were actually moving enough throughout the day. We saw that as a huge opportunity to develop a feature that would motivate them to move more."

More importantly, though, Nike has updated the software to fix a glitch that occured at launch: giving people credit for exercising during the day when they were simply riding the subway or taking a cab somewhere. Sorry, kids. You’ll have to work for those points now. And this version will show you the current time, too, which was oddly left out last time around, The Verge notes.

While the SE has added Bluetooth 4.0 capabilities, it is still missing one major feature: Android compatibility. The device, which is deeply integrated with Apple's iOS software and app format has surprisingly shunned Android devices yet again, directing those using the 'other' OS to a PC app where they can track their stats. Apple's Tim Cook does sit on Nike's board, but the company is seemingly cutting itself out of some serious market share by excluding Android devices, which are much more numerous than Apple's. 

Nike, though, says that has nothing to do with it. "With the audience using iOS and the audience using the Web, we wanted to make sure that we had the best experience possible," said Ricky Engelberg, the experience director for Nike's digital sports business, according to CNET. "We always want to evaluate new platforms, but we want to make sure we take care of the platforms that we're on."

As it is, Nike is in a bit of a battle in the athletic monitor business. It’s been about a week since Fitbit introduced its new wristband, and Jawbone's device already has the built-in nag feature to get people up and moving around every hour. But like most tech devices, Nike's FuelBand is an ever-progressing project. The company's Nike Accelerator was brought to fruition around designing apps and functionalities for the company's Nike+ products, and the company has opened up a Nike+ FuelLab in San Francisco that allows tech companies to utilize Nike+'s APIs, so there's no doubt more to come.