Easy to lose, hard to find: Apple has announced the second generation of the AirTag, a small tracking tag that connects to the Find My app and allows users to locate everyday items like keys, bags, or luggage. The launch took place yesterday, and the company emphasizes that the new product is "easier to locate than ever," even though externally it looks almost identical to the original model introduced in 2021.
Hard to tamper with or disable
The core upgrade is the second-generation Ultra Wideband (UWB) chip. According to Apple, the new chip allows for a wider tracking range and improved accuracy, especially when using the Precision Finding feature, which guides the user to the lost item through visual arrows, estimated distance, and audio feedback. The combination of the enhanced UWB and updated Bluetooth is expected to extend the distance at which the AirTag’s signal can be “captured,” even in dense urban environments or inside buildings.
Another upgrade concerns the built-in speaker. Apple notes that the new speaker is about 50% louder than the previous generation, allowing the sound to be heard from nearly twice the distance. Practically, this makes it easier to locate items that have fallen between seats, hidden in a bag, or left in a nearby room. The speaker also underwent an internal design change, making it harder to tamper with or disable - a measure intended to prevent misuse.
Protection against unwanted tracking
As expected, privacy and security receive special emphasis. Apple states that the new AirTag includes “industry-first protections” against unwanted tracking. Among the mechanisms mentioned are cross-platform alerts, so even Android users can receive a warning about a tracking tag near them that doesn’t belong to them, as well as frequently rotating Bluetooth identifiers, which make it difficult to consistently identify the same tag over time.
The company stresses that the product is intended for item tracking only, not for people or pets - a message aimed at addressing regulatory and public criticism voiced in recent years.
How much does it cost?
In terms of availability, the new AirTag is already open for pre-order and is expected to begin shipping to customers in the coming days. The price remains unchanged: $29 for a single unit and $99 for a pack of four. Keeping the price the same as the first generation may make it easier for existing users to upgrade and maintain competitiveness against other tracking solutions on the market, some of which are cheaper but lack deep integration with the operating system.
In summary, Apple opted for an evolutionary rather than revolutionary update. There is no change in design, no addition of new sensors, and the AirTag still does not include GPS. However, there is some improvement in performance, usability, and the security layer.
Bottom line: iPhone users who are already accustomed to the AirTag as part of their daily routine and tend to jump on every Apple innovation are likely to upgrade quickly. For everyone else who isn’t concerned about losing items, this is certainly a luxury product that can be lived without.