CNBC:

Sleep-tracking is an intriguing potential health application for the Apple Watch, as it explores new use-cases in the health and wellness market. An estimated 50 to 70 million US adults have sleep or wakefulness disorders, according to the CDC.

The company brought on sleep researcher Rob Raymann to its health team more than three years ago, according to LinkedIn.

From the Beddit privacy policy page:

Beddit has been acquired by Apple. Your personal data will be collected, used and disclosed in accordance with the Apple Privacy Policy.

Interesting acquisition for Apple. It’ll be interesting to see how they incorporate the device and the data collected into the ecosystem.