Apple New AirTag Makes It Nearly Impossible to Lose Anything — Or Stay Anonymous

Apple has unveiled its new AirTag, introducing a suite of upgrades that significantly extend how far and how loudly users can locate misplaced items.

The accessory builds on the Find My network with a longer tracking range, a louder speaker and deeper integration with airlines, making lost keys, luggage and wallets harder to misplace than ever. But as tracking power increases, the update is also prompting renewed discussion about how visible everyday objects can become.

What Has Changed in the New AirTag

The new AirTag is powered by Apple's second-generation Ultra Wideband chip, the same technology used in the latest iPhone and Apple Watch models. As reported by Apple, Precision Finding now guides users to their belongings from up to 50% farther away than before, combining haptic, visual and audio cues to narrow down an item's location.

An upgraded Bluetooth chip extends the distance at which nearby devices on the Find My network can detect an AirTag. Apple has also redesigned the internal speaker, making it around 50% louder, with sound audible from up to twice the previous range. For the first time, Precision Finding is available on compatible Apple Watch models, allowing users to track items directly from their wrist.

Why Losing Items Is Now Much Harder

Apple says the expanded range and louder alerts dramatically reduce the chances of everyday items staying lost. If an AirTag is outside Bluetooth range of its paired iPhone, the Find My network can still relay its approximate location using nearby Apple devices, all without revealing identities.

Since AirTag launched in 2021, users have shared stories of recovering lost luggage, musical instruments and even medication. The new model builds on that reputation while keeping the same price point, a move likely to encourage wider adoption among travellers and commuters.

Airlines and the Push to End Lost Luggage

One of the most notable updates is tighter integration with Share Item Location, an iOS feature that allows users to temporarily share an AirTag's location with trusted third parties. More than 50 airlines now accept these secure links to help locate delayed baggage.

According to data cited by airline IT provider SITA, carriers using shared location links have cut baggage delays by 26% and reduced cases of unrecoverable luggage by 90%. Access is limited to authorised personnel, expires automatically after seven days and can be stopped at any time by the owner.

Why Privacy Questions Are Being Raised

The upgrades also sharpen the conversation around privacy. With greater detection range and louder alerts, AirTags are easier to find but also more persistent. As more third parties gain temporary access to item locations, critics argue that the balance between convenience and discretion deserves scrutiny.

Apple maintains that AirTag is designed exclusively for tracking objects, not people or pets. The company stresses that stronger findability does not equate to weaker privacy, but acknowledges the need for safeguards as tracking becomes more powerful.

Built-In Protections Against Unwanted Tracking

Apple says the new AirTag retains industry-leading protections. Location data is not stored on the device, and all communication with the Find My network is protected by end-to-end encryption. Unique Bluetooth identifiers rotate frequently, and cross-platform alerts notify users if an unknown AirTag appears to be moving with them.

No one, including Apple, can see who helped locate an AirTag or where those devices are. These measures are intended to prevent misuse while preserving the benefits of crowdsourced tracking.

Pricing, Compatibility and Availability

The new AirTag keeps the same form factor as the original, making it compatible with existing accessories. Pricing remains unchanged at $29 (£21.18) for a single AirTag and $99 (£72.30) for a four-pack, with free personalised engraving available.

The accessory is available to order now via Apple and requires an iPhone running iOS 26 or later. Precision Finding on Apple Watch is supported on Series 9 or later models running watchOS 26.2.1.