A number of clues that first appeared in an internal beta of iOS 13 strongly hint that Apple intends to release a new hardware product: a 'Tag' miniature tracking device that will help you find your keys, wallets and other important items via the Find My app. Below we will discuss all the evidence that suggests such a product is in the works at Apple, speculate on when it will be released by the company, and how much it is likely to cost.

Release date

There was so much evidence supporting the existence of Apple's Tag product that we expected it to launch at the iPhone 11 Pro launch event on 10 September but that didn't happen. So when are we likely to see this new device? Our money is on spring 2020, perhaps we could see the AirTag launch at a Spring Event in March.

What is AirTag?

Apparently this is what Apple is calling its tracking device, although it's been referred to as simply 'Tag' and also by the codename B389.

We imagine Apple's tagged the word Air on to its tag to benefit from the popularity of the AirPods.

This appears to be Apple's answer to the Tile range of products. It could take the form of a sticker which you apply to whatever you want to track, but seems more likely to be a little circular disc with an Apple logo in the centre as indicated by assets that appeared in the iOS 13 beta (more on that below). 

These assets and other evidence seem to suggest that the AirTag will work with the Find My app. It seems that it will work something like this:

  1. You link your AirTag to your iCloud account. 
  2. Attach AirTag to your keys, luggage, or whatever it is you don't want to lose.
  3. You will get a notification if you and your iPhone move out of range of the AirTag (so that you don't leave it at work, for example).
  4. If you do lose the tagged device you can use the Find My app to locate it. It appears that the app will use AR tech to direct you to your item using images of balloons.
  5. If you can't track it down you can mark it as lost and then when someone finds it you will receive a notification and they will get a notification with your contact details so that they can return the item to you.

This is all based on various assets in iOS 13 and screenshots discovered by 9to5Mac and MacRumors, more information below.


Why are we so sure that this product is coming? There is a surprising amount of evidence that has leaked out via assets that appeared in iOS 13 beta, plus earlier in 2019 sources confirmed to 9to5Mac that there was an object tracker project underway at Apple.

9to5Mac first reported that Apple was working on a Tag back in April 2019.  At that time 9to5Mac wrote about the new Find My app, that hadn’t yet been released, and indicated that people involved in the development of the app were aware of a new hardware device codenamed 'B389' would allow users to track any item using the app.

Then, in June 2019, 9to5Mac indicated that there were references to this Tag device in iOS 13. The first beta of iOS 13 included an asset package for a device with the product type 'Tag1,1', they wrote.

MacRumors also wrote about an internal build of iOS 13 that incorporated graphical assets including an image of what appears to be the tracker itself - although this may be placeholder art or an earlier prototype, and therefore the released product may look significantly different.

Apple to unveil 'Tag' object tracker: MacRumors artwork

There was also an updated interface for the new version of the Find My app found in the beta version of iOS 13 in September 2019. This app (which now combines the old Find My iPhone and Find My Friends apps into a single interface) had three panes in this beta version: People, Devices, and Items. The first two correspond to friends and Apple products, but the third points to items tagged with the new tracker.

Apple to unveil 'Tag' object tracker: Find My Items

The September screenshots obtained by MacRumours also include the codename for the device - B389. And includes the words "Tag your everyday items with B389 and never lose them again" indicating that it is an object tracker as assumed.

Pundits also believe the interface will let you view tagged objects in augmented reality as evidenced by balloon illustrations that appear in assets. It's thought that red and orange balloons will illustrate the location of the item using AR technology.

The abundance of evidence is enough for respected Apple analyst Ming-Chi Kuo to give the rumours his backing. In a research note in September 2019 Kuo said that the tags will be based on UWB (ultra-wideband) technology, which uses minimal power and offers high locational accuracy within a building.

How AirTag will work

Electronic Design (via MacRumors, again) notes that UWB is "able to effectively measure distance between two devices with 5 to 10cm accuracy, compared to roughly 5m accuracy for Wi-Fi and Bluetooth".

UWB is used by the iPhone 11, iPhone 11 Pro and iPhone 11 Pro Max, which suggests that the Tag may only work with those handsets.

It's thought that users will receive a notification on their iPhone should they move out of range of the tag, which should stop you leaving your keys in the office. You will apparently be able to add certain locations that can be ignored though. So perhaps you could choose to not be notified if you leave your keys in the house (although that sounds like exactly the scenario you would want to be alerted to!)

If you lose your tagged item you can attempt to locate it on the Find My app because the AirTag (or whatever it will be called) will transmit its location using this low power form of Bluetooth and other Bluetooth devices will relay the location back to you via the Find My app. 

If you can't locate your tagged item you can mark it as lost. It seems that once it's marked as lost if someone passes within range they will receive a notification on their phone with your contact details allowing them to contact you to return the device.

A lot of the above is speculation about how it could work. We won't know the detail until Apple launches the new Tag product, but as we find out more we will add it here.