Apple introduced the next version of its AirTag on Monday. The new model features a longer Bluetooth range, a louder speaker, and improved precision finding capabilities. These enhanced finding features are powered by Apple’s second-generation Ultra Wideband chip, which is also found in the iPhone 17, iPhone Air, Apple Watch Series 11, and Apple Watch Ultra 3.
With Precision Finding, the new AirTag provides haptic, visual, and audio feedback to guide users directly to their lost items. Apple claims these capabilities now work from up to 50% farther away compared to the prior generation. The upgraded Bluetooth chip also helps extend the range at which items can be located. Notably, Precision Finding will be accessible from the Apple Watch Series 9 or later and Apple Watch Ultra 2 or later.
The device’s speaker is now 50% louder than before, meaning you can hear the AirTag’s alert tone from up to two times farther away. The new AirTags will also integrate with Share Item Location, an iOS feature that lets users temporarily share an AirTag’s location with others. Today, 50 airlines are partnered with Apple for luggage tracking.
One thing that has not changed is the price. A single AirTag remains $29, and a four-pack is $99, which includes free personalized engraving.
First launched in 2021, AirTag quickly came to dominate the market for Bluetooth-connected item finders. This essentially forced previous market leaders like Tile to seek an exit. Tile had alleged that Apple was competing unfairly, as its finding network was instantly as large as the iPhone user base and Apple was pushing rivals to integrate with its own Find My app. Other companies, like Chipolo, accepted Apple’s offer to work with Find My and now compete with products that work across both iOS and Android, or that offer different features like rechargeable batteries.
Still, Apple’s AirTag remains the dominant product. Third-party estimates suggest that nearly 70% of trackers sold in the latter part of 2024 were AirTag devices. Apple does not disclose its specific AirTag sales figures.