According to Gizmodo, Apple has released the second-generation AirTag after a five-year wait. Announced today via press release, the new tracker features a next-gen Ultra Wideband chip for up to 50% greater range and an updated internal design that makes its speaker 50% louder, audible from twice as far. It maintains the same design and user-replaceable CR2032 battery as the original. Precision Finding now also works with the Apple Watch Series 9 and Apple Watch Ultra 2. Available for order starting today, pricing remains at $29 for a single tag or $99 for a four-pack, with in-store availability later this week.
The Incremental Update
So, after half a decade, this is what we get? Look, the improvements are fine. A longer range and a louder beep are objectively good things for a device you use when something is lost. But let’s be honest, this feels more like an AirTag 1.5. It’s the same physical package, the same battery. Apple basically took the internals and gave them a modest spec bump. For a product that’s become so ubiquitous—tucked into backpacks, suitcases, and, against Apple’s advice, attached to pets—you’d think there’d be more ambition here. Where’s the longer battery life? Integrated keyring options? Something, anything, that feels genuinely new?
The Stalking Problem Persists
Here’s the thing that sticks out. Apple’s press release, which they linked to, goes out of its way to reiterate that AirTags are “designed exclusively for tracking objects, and not people or pets.” They tout “industry-first protections.” But let’s not kid ourselves. The core functionality that makes AirTags great for finding your luggage also makes them a potent tool for misuse. The improved range and louder speaker might actually help a victim locate a maliciously planted tag, which is a positive. But the fundamental tension remains. The device’s incredible utility is inextricably linked to its potential for harm. No amount of press release language changes that reality.
The Future of Finding Things
Where does this leave us? The trajectory seems clear: refinement, not revolution. Apple’s playing it incredibly safe, which is probably a smart business move given their dominant market position. Why rock the boat when you’re selling four-packs like candy? This update feels designed to simply refresh the line and maintain that momentum. It keeps AirTags compatible with the vast Find My network, which is their real superpower. But it also feels like a missed opportunity to push the category forward. In a world moving toward more integrated smart devices, will a separate puck you have to buy and battery-swap every year remain the best solution? I’m not so sure. For now, if you need a tracker, this is the one to get. But the wait for a truly next-gen idea continues.
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