Apple updates AirTag with longer range and louder speaker

Apple on Monday introduced the next version of its AirTag tracking device, keeping the price at $29 for a single unit and $99 for a four-pack, which includes free personalized engraving. The updated hardware introduces several key specifications compared to the previous generation:

• Louder speaker: The device’s speaker is 50% louder than the prior generation.
• Audible range: The AirTag’s beep can be heard from up to two times farther away than before.
• Precision Finding: The tracking capabilities—which use haptic, visual, and audio feedback to guide users to lost items—extend up to 50% farther away than the prior generation, according to Apple.
• Bluetooth range: The new AirTag features a longer Bluetooth range, which helps extend the distance at which items can be located.

These precision-finding capabilities are powered by Apple’s second-generation Ultra Wideband chip, the hardware component that enables high-accuracy tracking. This second-generation chip is also built into the iPhone 17, iPhone Air, Apple Watch Series 11, and Apple Watch Ultra 3. Additionally, the Precision Finding feature is compatible with older devices, including the Apple Watch Series 9 and Apple Watch Ultra 2. For travel utility, the new AirTag integrates with Share Item Location, an iOS feature that allows users to temporarily share the AirTag’s location with third parties. Apple has partnered with 50 airlines to support this luggage tracking feature.

The product refresh comes as Apple continues to dominate the tracking market, even though the company does not disclose its official AirTag sales. Third-party estimates indicate that nearly 70% of trackers sold in the latter part of 2024 were AirTag devices. This market dominance has previously drawn scrutiny from rivals. Tile, a competitor in the lost item finder market, alleged that Apple was unfairly competing regarding its finding network and Find My app integration. While some competitors like Chipolo chose to work with Apple’s Find My network—competing against AirTag with products that work across iOS and Android or feature rechargeable batteries—the market dynamics have shifted significantly since the AirTag first launched in 2021.

Why it matters

The update reinforces Apple’s dominance in the tracker market by incrementally improving hardware while maintaining the same price point, despite ongoing scrutiny regarding its competitive practices.