Apple launches a device that will find physical items

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- Apple Inc. launched a new accessory called AirTag that will find physical items like bags, wallets and keys, entering a market with competitors including Tile Inc. and Samsung Electronics Co.

The accessory, announced Tuesday at Apple's Product Event, looks like a small white-and metal puck and can attach with a clip to a key chain by way of a leather sleeve. The company said that it would sell an individual airtag for$ 29 or four packs for$ 99. The gadget will be available on April 30, Apple said; The accessory will work with an updated version of the Find My app on all Apple devices and add third-party items to Apple's service for tracking the location of iPhones, iPads, Apple Watches and other products. AirTags have been in development at the Silicon Valley based technology giant for more than two years and have been reported multiple times by Bloomberg News.

The company was planning to introduce the item tracking gadget last year around the time of the launch of the iPhone 12 but delayed the release, Bloomberg previously reported. For an unannounced product, the AirTag has been quite controversial.

The device has given smaller companies a little more antitrust- fodder against the iPhone maker. Tile, which has made a similar accessory for years, has filed antitrust complaints about Apple's Find My app and the perceived advantage it would give its own future product. Earlier this month, Apple opened the Find My app for third-party devices.

It also enables makers of third-party devices, such as bicycles and headphones, to integrate location chips to be found by the Find My app without additional hardware. Samsung has been selling versions of its own physical item tracking system.

AirTags would likely be included in the growing segment of Apple Wearables, Home and Accessories, which generated more than$ 30 billion in the fiscal year ended in September. For more articles like this, please visit bloomberg.com at drs.com.

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