Chapter 1: Introduction to AirTags

The newly released $29 gadget from Apple, known as the AirTag, epitomizes the company's distinctive design and technological ethos. With features such as Precision Finding and integration with the Find My network, it represents a significant leap in the world of item tracking.

Photo: Apple

By Harry McCracken

When whispers about Apple's venture into the realm of Bluetooth trackers emerged a couple of years ago, skepticism surrounded the idea. Established brands like Tile and Adero had already been trying to carve out a niche in this market, focusing on helping users find lost items. However, they struggled to turn their models into sustainable businesses, often pivoting away from their original purpose.

If smaller companies found the category limiting, what would compel a tech giant like Apple to enter this space?

My understanding shifted during Apple's "Spring Loaded" event, where Carolyn Wolfman-Estrada, an Engineering Program Manager at Apple, introduced the AirTag. She described it as “a new iPhone accessory,” and suddenly, it all clicked.

For Apple, tracking items is not merely a standalone business; it’s an enhancement to the iPhone experience. This perspective distinctly sets the AirTag apart from competitors like Tile.

I had the opportunity to test some AirTags before their official release on April 30, using a loaner purple iPhone 12 alongside my own iPhone 11, both equipped with iOS 14.5, the version required for AirTag functionality. My experience with the AirTags showcased how they resonate with other Apple products, integrate seamlessly with the ecosystem, and embody that quintessential Apple style.

Section 1.1: Seamless Integration with Apple Ecosystem

Just as with AirPods, the iPhone automatically recognizes an AirTag nearby and offers to pair it, making setup effortless. This contrasts sharply with other tracking devices that require cumbersome account setups or app downloads, a point of contention raised by Tile during a Congressional antitrust hearing.

AirTags build on the infrastructure that Apple has developed since launching the "Find My iPhone" feature in 2010. They can be located via a new "Items" tab within the existing Find My app. Furthermore, if an AirTag is out of reach of your devices, it can still relay its location using Bluetooth connectivity to nearly a billion other Apple devices within the Find My network—far more extensive than any other tracker, with the exception of Chipolo's upcoming Find My-compatible One Spot.

Subsection 1.1.1: Personalization and Accessories

Apple also offers free engraving on AirTags, allowing for alphanumeric characters and emoji, adding a fun yet practical touch to personalization. This is particularly useful for distinguishing between multiple AirTags.

AirTags present an opportunity for Apple to sell additional accessories—fobs and loops to attach the tracker to items like keys or bags. These accessories are not only well-designed and colorful but often retail for at least as much as the AirTag itself, although third-party options are available at lower prices.

Chapter 2: Performance and Features

This video titled "Is this better than AirTags?" explores how AirTags compare to other tracking devices on the market.

While using AirTags, I realized they don't necessarily outshine all existing trackers. For instance, the $25 Tile Mate features a hole for easy attachment to keychains, while Apple's leather fob retails for $35. Additionally, the Tile Mate emits a louder, more persistent sound to help locate it, while the AirTag's sound is shorter and less distinct. The Tile Mate also has a feature that allows it to ring a misplaced iPhone, which is more convenient than using Apple's Find My iPhone, unless you have an Apple Watch.

In the video "Apple AirTags 2 Years Later (still worth it in 2023?)", we revisit the longevity and relevance of AirTags in today's tech landscape.

Ultimately, while the AirTag may not be the definitive solution for every tracking need, it excels in two crucial areas: Ultra-Wideband (UWB) connectivity and integration with the Find My network. The UWB feature, enabled by Apple's U1 chip, enhances the precision of locating nearby AirTags, making it a standout aspect of the user experience.

While UWB has limited range, it significantly aids in pinpointing misplaced items when you're in close proximity. The Find My network becomes invaluable when an item is lost beyond the reach of your devices, as it allows the AirTag to communicate its location through other nearby Apple devices.

Despite its strengths, no Bluetooth tracker guarantees that you'll recover a lost item. In my tests, I found that the AirTag's effectiveness depends on a variety of factors, such as proximity to other Apple devices. For example, when I dropped my keys connected to an AirTag in my backyard and went inside, my iPhone couldn't initially locate it due to the distance from other devices.

In conclusion, Bluetooth trackers like the AirTag are not foolproof. However, they provide a set of tools that can assist in locating misplaced items. Based on this criterion, the AirTag performs admirably.

So, is an AirTag—or perhaps a set of four for $99—right for you? The answer to this question reveals much about your ability to keep track of your belongings. As I reflect on the items I've lost over the years, I realize that many aren't suitable for an AirTag. Some already integrate Find My capabilities, while others, like a watch or a decorative pen, lack a practical way to attach a tracker.

Nonetheless, I see value in placing an AirTag on my keychain—not because I’ve lost my keys before, but because it’s wise to prepare for such situations. As I venture out more, I could easily tuck one into a backpack. I've even attached an AirTag to my living room Apple TV remote, which tends to vanish frequently.

Ultimately, whether you find more or fewer uses for AirTags in your life, at $29 each—plus any accessories you decide to purchase—they aren't typically an impulsive buy associated with Apple.