Apple Inc. has introduced AirTag, a new accessory that locates physical objects such as bags, wallets, and keys, joining a market that includes Tile Inc. and Samsung Electronics Co.
The accessory, which was unveiled at Apple’s product event on Tuesday, resembles a small white and metal puck that can be attached to a key chain through a leather sleeve with a clip. AirTags will be available individually for $29 or in packs of four for $99. Apple has announced that the device will be available on April 30. The device will work with an updated version of Apple’s Find My app on all of the company’s main devices, allowing third-party items to be tracked alongside iPhones, iPads, Apple Watches, and other Apple products.
AirTags have been in production at the Cupertino, California-based technology giant for more than two years, according to Bloomberg News. According to Bloomberg, the company planned to release the item-tracking device last year around the time of the iPhone 12 launch, but it was postponed.
The AirTag has caused quite a stir for an unannounced product. The gadget has given smaller businesses ammunition to sue Apple for antitrust violations. Tile, a company that has been making a similar accessory for years, has filed antitrust lawsuits against Apple’s Find My app and the alleged benefit it would offer its own upcoming product.
Apple made its Find My app available to third-party users earlier this month. It also allows third-party device manufacturers to incorporate location chips into their products so that they can be located by the Find My app without the need for additional hardware.
Samsung has been selling its own physical object tracker in various forms. Apple’s rising Wearables, Home, and Accessories segment, which produced more than $30 billion in the fiscal year ended in September, will most likely include AirTags sales.