Google Unveils $29 Pixel Tag to Take On Apple's AirTag

Google has unveiled its newest item-tracking device, the Pixel Tag, as a direct response to Apple's popular AirTag. This is Google's first item tracker, despite having a tracking network in place for two years prior that has been utilized by third-party products. The Pixel Tag is constructed from stainless steel and boasts an IP67 rating for water and dust resistance.

It features a built-in speaker capable of emitting a sound when the item it's attached to goes missing, and a button that triggers a sound on a connected smartphone. One feature that sets the Pixel Tag apart from the AirTag is its on-device button, which distinguishes it from Apple's product. Pixel Tags have an oval shape as opposed to the AirTag's circular form and do not come with a pre-installed attachment point, requiring an additional accessory to attach to keys or bags.

Like the AirTag, the Pixel Tag utilizes a replaceable battery that lasts up to a year. It is compatible with Android devices running Android 9 or later with Bluetooth 6, and can be tracked using the Find Hub app. Google has incorporated both Bluetooth and Ultra Wideband technology into the Pixel Tag to enable precision finding when an item is lost nearby but out of immediate sight.

The Pixel Tag offers many of the same features as the AirTag, including alerts for items left behind and the ability to share an item's location with multiple individuals. The AirTag uses Apple's Find My network for locating items when they are beyond the owner's device's range, and Google has developed a similar system using over a billion Android devices.

Google's Find Hub network provides the same protections as Apple's, with Android devices sending alerts if an unknown tag is detected traveling with you. These alerts are interoperable between platforms, thanks to a partnership between Apple and Google, meaning that iPhone users will receive an alert if a Pixel Tag is nearby, and vice versa.

Google intends to sell Pixel Tags for $29 each or $99 for a pack of four, matching the price of the AirTag. The Pixel Tag will be available for purchase in November 2026.