Yesterday, as I was searching for a pair of keys, I couldn’t help but think that those AirTags might come in quite handy after all. Previously I hadn’t been paying much attention to the rumors around this new Apple product.
In the end, I was able to find my keys the old school way, but the search process got me thinking that this might be an interesting product category after all. We of course also have the upcoming Apple Event on April 20th, where it’s more than likely that Apple will finally introduce the AirTags.
AirTags are small Bluetooth tracking devices designed to be attached to items like keys and wallets for tracking purposes, letting you find them in the Find My app. Though they haven’t officially yet been launched, we know Apple has been working on them since 2019 thanks to patent filings and a small mishap in an official support video.
Unofficial concept rendering of AirTags. Image Credit: Jon Prosser and CConcept Creator
Apple won’t be the creator of this product category. Previously we’ve seen similar products from Tile and even Samsung has its tracking product called Galaxy SmartTag+. Thus, it’ll be interesting to see if Apple can once again do its magic, i.e. enter a market not as the first player, but as the one who actually delivers a winning product that gets massive traction and love from the Apple community.
This is a product that clearly needs to be launched at an event because Apple wants to tell its own story about how it’s different from the competition and how it deals with potential privacy and security issues.
I’m guessing that the differentiation part will largely focus on accuracy, because the AirTags are rumored to feature ultra-wideband technology and therefore offer more accurate indoor positioning than your average Bluetooth item tracker. It would also make sense of the U1 ultra-wideband chip we have in the iPhone 11 and 12, and in the Apple Watch Series 6. That’s a chip we’ve previously just heard about but never seen in action.
When it comes to privacy – Apple’s favorite topic – it appears as the AirTags will include various privacy features to stop unwanted tracking. Your iPhone could for example alert you that an “unknown accessory has been detected” or that “an item has been moving with you for a while and the owner can see its location”. Apparently someone discovered the following code snippet in a beta version of iOS: "If you feel your safety is at risk due to this item, contact your local law enforcement. You may need the serial number of this item."
To sum up, let’s wait and see how Apple pitches the new AirTags, which may indeed occur already in a few days. Besides accuracy and privacy, I’m also curious about battery life, sales price, and if there’s going to be different versions of the product.