Apple and Google have entered a new competition in the field of asset-tracking devices, after Google officially unveiled its new Pixel Tag to compete with Apple's AirTag. This move provides Android users with a direct alternative to one of the most popular tracking devices on the technology market. Google announced the Pixel Tag on August 12, 2026. The device primarily functions in the same way as AirTag, helping users find keys, wallets, bags, and other belongings that might be lost. Both devices are priced at $29 per unit or $99 for four units, making the competition between them more apparent. However, when comparing features, it appears that AirTag still has an edge over its new competitor.

AirTag leads in terms of features

Although both devices offer a large set of the same basic functions, AirTag, having reached its second generation, offers a wider range of features compared to the first generation of Pixel Tag. Apple's device, in particular, excels in the accuracy of finding belongings and relies on a broader network of devices to help locate lost items. Additionally, it provides more means of protection against unwanted tracking. AirTag also offers an important feature called Share Item Location, which allows users to temporarily share the location of a lost item with a trusted third party, such as airlines, to assist in retrieving the bag or lost item.

What does Google’s Pixel Tag offer?

Despite AirTag's advantages, Pixel Tag offers a powerful set of features, especially for Android users. The device relies on the Find My Network, which leverages millions of Android devices worldwide to help locate the device when it is out of Bluetooth range.
This feature provides an important advantage for non-Apple users, as nearby devices can assist in finding lost belongings.

Precise technologies for finding things

Pixel Tag supports Ultra-Wideband technology along with Bluetooth Channel Sounding, which helps provide more accurate information about distance and direction while trying to locate the lost item. The device also sends Left Behind alerts to warn the user when they leave something behind. One of Google’s distinctive features is the ability to share Pixel Tag with up to 10 people, a useful feature for items used by multiple people, such as shared keys or family bags.
A button on Pixel Tag can also be used to ring the paired phone, while Pixel Watch users can locate and play the sound of the tracking device directly from the watch. Pixel Buds users can ask the smart assistant Gemini to play the sound of Pixel Tag to help find it.

AirTag offers additional advantages for retrieval and sharing

AirTag combines most of the basic tracking tools found in Pixel Tag, but adds a set of properties that Google’s device does not currently offer. One of these is Share Item Location, which allows you to share the location of a lost item temporarily with a trusted third party to help find it. This feature is particularly useful when losing luggage while traveling. Apple also offers free personal engraving on AirTag and compatibility with a wide range of accessories already available for the device.

Which one is better?

Although Pixel Tag represents a strong start for Google in the tracking devices market, AirTag still has an edge when it comes to the number and variety of features. This is especially true regarding the accuracy of finding items, the tracking network, protection against unwanted tracking, and options for sharing the location of lost items. However, the choice between the two ultimately depends on the operating system used by the individual. iPhone users will find AirTag more integrated with the Apple ecosystem, while Pixel Tag represents a natural choice for Android device users, especially those who own Pixel phones, Pixel Watch watches, or Pixel Buds headphones.