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Here’s Our First Look at Google’s AirTag Competitor
While new Pixels and Pixel Watches are bound to be the focus of Google's upcoming event on August 12, the company might have one other new product in store: an AirTag-style Bluetooth tracker. Google hasn't formally teased the product, but 9to5Google has acquired an image of what's expected to be called the "Pixel Tag" and found multiple online listings that reference the tracker.
The Pixel Tag features an oblong, almost bean-like body with a prominent Google "G" on the front and what looks like a cutout for a small speaker—likely so the tag can chime while you're looking for whatever object it's attached to. It's hard to get a sense for the overall size of the Pixel Tag, but if it's anything like Apple's AirTag 2 and Samsung's Galaxy SmartTag , the tracker should be small enough to slip into a variety of tags, straps, and other accessories to make it easier to attach to whatever you're trying not to lose.
Images and listings reveal the "Pixel Tag" in "Fog Light". It features a unique shape, a built-in speaker, and works with Google's Find My Device network.
Details on the device's battery and other specs are unknown, so it's hard to say whether it will support Ultra-Wideband "precision finding" features like Apple's AirTag. What we do know, based on listings that 9to5Google has found, is that the tracker will likely be called the Google Pixel Tag and that it will at least come in one light gray "Fog Light" color.
"Never waste time searching for your keys, wallet, or luggage again," a translated listing says. "The Google Pixel Tag is a compact, lightweight, and durable smart tracker that attaches discreetly to your most important items. Using Google’s extensive and secure 'Find My Device' network, you can always check the exact location of your belongings via your smartphone."
Google has offered a way to find lost phones since 2013 via its Android Device Network but didn't enable that network of devices to find other things until 2024. So far, Google's rebranded Find Hub has worked with Android phones, tablets, smartwatches, and third-party trackers from companies like Chipolo, but it hasn't included a Google-branded tracker.
There have been reasons for the company to be cautious up until this point. Issues with easily hideable trackers abound, especially because of the ways they've enabled stalking in the past. Google and Apple implemented a new industry standard for Bluetooth trackers in 2024 that made it easier to find and identify hidden trackers across Android and iOS, but it's still possible for determined people to misuse Bluetooth trackers, especially if they have access to models created before Google and Apple's partnership. Whether Google's tracker does more to improve security is something we'll likely find out August 12.
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