What began as a simple gadget for locating a set of keys has, over the past year, become an essential tool for safeguarding the security of children and pets. The combination of AirTag technology with the complex security and climatic reality in Israel is giving rise to a new generation of tracking accessories that go beyond the lifestyle world and enter the realms of personal security. Israelis, it seems, are no longer looking only for objects — they are looking for peace of mind.
The need for tracking solutions is gaining increased significance in light of the current local reality. Siren noises, echoes of explosions and unexpected security incidents cause many pets to panic and run away from home or during a walk. Added to this are the winter months, which bring with them thunder and lightning that are a known trigger for dogs fleeing. In response to this trend, dedicated accessories have arrived in Israel, such as those of the elago brand launched at the iStore chain, which make it possible to integrate the tracking tag in a built-in and discreet manner inside collars. Unlike the dangling key holders that were common until now, the new accessories are designed for durability and comfort for the animal, with the aim of enabling quick tracking in moments of stress.
According to Haim Zagori, CEO of the iStore chain, the Israeli public is adopting the technology as a response to the need for certainty. He notes that a deep change is being identified in the way people use the tags; this is no longer just a solution to the question “where are the keys,” but a genuine desire to know that the children, the dog or personal equipment are in a safe place. Demand for these solutions is rising significantly, as the public looks for dedicated products that integrate into the lifestyle in an aesthetic yet functional way.
The development in the category is reflected in a shift from thinking about an “accessory” to thinking about a more connected and secure lifestyle. Alongside the dedicated collars, priced at approximately NIS 69, it is now possible to find in the Israeli market minimalist tracking tags for suitcases and technological equipment, alongside designed Apple series that combine elegance with the practical need for tracking. It appears that in a world where uncertainty is increasing, the ability to know at any given moment where those dear to us are located is becoming a basic and everyday need, rather than merely a technological one.