Apple - Late To The Tag Game But Instant Market Leader

Apple was late to the tag game but its billion-strong network of iPhones makes these an instant market leader

The AirTag is exactly what you would expect from Apple's first foray into dedicated tracking tech. A slick solid circle of Cupertino design, resolutely allergic to the idea of having an ugly hole for attaching to anything. But buy yourself an AirTag holder - no, you don't need to go for the Hermès option - and the AirTag is very good at exactly what you want it to do.

AirTag makes the most of Ultra-Wideband (UWB) tech alongside Apple's Find My network to make sure you know exactly where your items or even pets are. At home, this means the Find My app shows just how far away from your AirTag you are at all times, and lets you ring it for even speedier finding.