Google starts selling Pixel Tag in the US today, the first item tracker it makes itself. The price: about $30 for one tag and around $100 for a four-pack, almost identical to Apple's AirTag. The tag uses Find Hub, Google's finding network built on millions of Android devices, to locate lost items even when they are far from their owner.
The tag supports UWB (ultra-wideband), which enables precise finding: the phone shows not just that the item is close, but in which direction and how far, similar to what iPhone users have known for years. According to reports, the battery lasts about a year. The launch also covers other countries, including India, where the price is set at 3,799 rupees per tag.
Google is arriving in this market considerably late. Apple launched AirTag back in 2021, and its finding network relies on hundreds of millions of iPhones. Google launched its Find Hub network (previously Find My Device) only in 2024 and until now relied on other tag makers. With its own tag, Google finally closes a notable gap between its ecosystem and Apple's.
Israelis have reason to follow this: a good finding network depends on how many devices take part, and Israel, like most of the world, has very many Android devices. On the other hand, Google has not said whether or when the tag will be sold in Israel, and anyone buying it abroad will need to check the network and features are available here.
And remember the other side of every tracker: it can also be used to follow people without their knowledge. In recent years Google and Apple added alerts that warn when an unknown tag is moving with you, and they work across both systems. A new, popular product is a good reminder to check those settings are on in your phone.
