An illusion of choice-AirTags


So, here’s the deal. If you’re an accessory maker for any Apple product, you’re bound to get screwed by Apple someday or the other. Magsafe killed wireless chargers for iPhone, the Apple watch went for trackers like the Fitbit, and now the AirTags, they’re in to replace Tile.

People knew that Apple was gonna make an object tracker to compete with Tile’s offering, we just didn’t know how they would *make* it if you know what I mean. Honestly, Tile couldn’t really do anything to fight back other than diversifying their product offerings but it’s really their fault if they hadn’t thought of it.

Here’s how Apple is gonna screw Tile :) :

  • Tile’s tracking network is quite smaller than Apple’s FindMy network because of the billion+ devices in the Apple ecosystem, making people more likely to find their lost items and with relative ease!
  • Sure, Tile could opt to join the FindMy network but that would decrease the size of their network (More and more people will opt for Apple’s network).
  • Apple’s ecosystem allows the user to have an amazing experience with all of the user’s devices talking to each other. Something Tile cannot easily compete with.
  • Because of the brand value, people will be way more likely to buy an AirTag instead of a Tile tracker.

Yes, Tile will still have access to Android users that Apple refuses to cater to which gives them two very distinct options:

  • Diversify their product offerings to include things like phone cases, battery packs, etc.
  • Penetrate the world’s largest market for Android devices- India.

Getting into India is going to be hard but it can generate revenue till the management decides what’s to be done. If I were the CEO, I’d choose both the options just to keep the company afloat (their call not mine). But we do have to remember that AirTags is a *hard* pass. Let’s see why.

For starters, it is priced at $29 only $10 more than the Tile Mate. It is round and lightweight tin precision-etched polished steel. They are IP67 water- and dust-resistant. It features an inbuilt speaker, which will play a sound to help locate it. It will also have a removable cover, so the battery can be easily replaced.

You’ll be able to personalise your AirTag with free engraving, including text and 31 types of emoji. Because it is so small, it is limited to a maximum of four characters, and you can only use the alphabet, numbers and a small selection of emojis.


It gets way more interesting from here. Because of the closely-knit ecosystem, AirTags have a precision finding system that uses the U1 Ultrawideband chipset in the iPhones 11 and 12 to find the object you’ve just lost.

This is just the beginning of a whole list of features that could only be added on the AirTags but not on any of Tile’s products. I could go on and on but I think all of you must have understood my point by now.

Click this link to know more:

This is what Apple does the best, complement the ecosystem and indirectly harm other companies in the space by giving the users an illusion of choice.

If you need a tracker, and you had to choose between them which one would it be? Let me know in the comments below.




Student, CS enthusiast, love learning new things

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Albert Jokelin

Albert Jokelin

Student, CS enthusiast, love learning new things

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