Apple has once again redefined the standards of personal tracking with its latest iteration of the AirTag. Announced on Monday via the Apple Newsroom, this advanced device brings a longer Bluetooth range, a louder speaker, and improved precision-finding capabilities to the forefront of its design.
Redefining Precision Finding
The upgraded AirTag now leverages a second-generation Ultra Wideband chip—the same technology powering the iPhone 17 family, iPhone Air, Apple Watch Series 11, and Apple Watch Ultra 3—to deliver a more robust Precision Finding feature. Enhanced haptic, visual, and audio feedback guide users to their lost items with a reach that extends up to 50% further than previous models, thanks in part to an improved Bluetooth chip that broadens its operational range.
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Seamless Integration Within the Apple Ecosystem
Designed to offer a cohesive user experience, the new AirTag integrates flawlessly with other Apple devices. Precision Finding is now available on the Apple Watch Series 9 and later, as well as on the Apple Watch Ultra 2 onwards. Additionally, the device supports the Share Item Location feature, enabling users to temporarily share the AirTag’s location with third parties. This capability has already propelled partnerships with 50 global airlines, enhancing the efficiency of luggage tracking solutions.
Competitive Landscape And Industry Impact
Since its debut in 2021, the AirTag has established a dominating presence in the Bluetooth tracking market, forcing competitors such as Tile to reconsider their strategies amid claims of unfair competition. Other players, like Chipolo, have chosen to collaborate with Apple by integrating with the Find My network or innovating across platforms to compete effectively. Despite these challenges, industry estimates suggest that nearly 70% of tracking devices sold in late 2024 were AirTag units.
Uncompromising Value And Consistent Pricing
In a strategic move to maintain market momentum, Apple has upheld the AirTag’s pricing model: a single unit remains competitively priced at $29, with a four-pack available for $99 and inclusive of complimentary personalized engraving. This consistency underscores Apple’s commitment to delivering advanced features while ensuring accessibility for a broad consumer base.
With this upgrade, Apple not only reinforces its road-leading position in tracking technology but also sets a sharper industry benchmark for innovation and user-centric design.







