Google may finally be ready to enter the smart tracker market. According to a new report by 9to5google.com, the company is planning to introduce the Pixel Tag, its first AirTag-like tracking device, during its upcoming hardware event on August 12.
The launch event is already expected to bring the Pixel 11 series and Pixel Watch 5, and the Pixel Tag could become another addition to Google’s growing hardware ecosystem.
While Google has not officially confirmed the device, leaked details suggest that the Pixel Tag will compete directly with Apple’s AirTag by offering a similar product experience built around Google’s own tracking network.
The Pixel Tag is reportedly priced at €34.99 in Europe, which is exactly the same launch price as the Apple AirTag. The pricing does not appear to be a coincidence. Google seems to be positioning the Pixel Tag as a direct competitor rather than creating a cheaper alternative.
At this price, Google will likely target users who already own Pixel phones or Android devices and want a reliable way to track items such as keys, bags, wallets, and luggage.
The leaked information also suggests that the Pixel Tag may launch in a single color option called Light Fog.
The Pixel Tag is expected to work with Google’s Find My Device network to help locate lost items. Google expanded its Find My Device network in 2024, which now allows compatible Android devices to anonymously detect nearby trackers and report their location back to owners.
This approach is similar to Apple’s Find My network, where millions of iPhones help locate lost AirTags.
The success of Pixel Tag will depend heavily on the size and effectiveness of Google’s network. Apple has a major advantage because of the huge number of iPhones actively participating in its tracking
One major question around the Pixel Tag is whether it will include Ultra Wideband (UWB) support. UWB enables more precise location tracking, allowing users to find a tracker with directional guidance instead of only seeing its approximate location on a map.
Apple’s AirTag supports UWB through newer iPhone models, and Samsung also offers similar functionality with its Galaxy SmartTag devices.
Google has included UWB chips in some recent Pixel phones, so adding the technology to Pixel Tag would make sense. However, current leaks have not confirmed whether the feature will be included.
