Google, Apple, and Samsung compete in tracker market

The market for Bluetooth item trackers has reached a three-way split following the introduction of Google’s Pixel Tag, which joins Apple’s AirTag and Samsung’s Galaxy SmartTag2 as a dedicated hardware option for the major mobile ecosystems.

All three devices share core technical specifications, including IP67 dust and water resistance and the use of replaceable CR2032 coin batteries. They utilize large crowdsourced networks—Apple’s Find My, Samsung’s SmartThings Find, and Google’s Find My Device—to locate lost items via anonymous location sharing from nearby smartphones.

Design and usability vary between models. The Samsung Galaxy SmartTag2 features a pill shape with a built-in metal ring for direct attachment to keychains. The Apple AirTag maintains a flat, coin-shaped disc design that typically requires a separate case for attachment. The Google Pixel Tag is a small, pebble-shaped device that is lighter and thinner than its competitors, making it suitable for wallets or luggage, though it also requires a holder for key attachment. Pricing is highly competitive, with all three devices retailing for approximately $29 to $30 per unit.