Google Launches Pixel Tag to Compete with Apple AirTag in Lost Item Tracking

On August 12, 2026, Google officially entered the item-tracking market with the announcement of Pixel Tag, a device designed to compete directly with Apple's AirTag. The Pixel Tag will be available in stores starting November 11, priced at $29 per unit or $99 for a pack of four. It integrates with Google's Find Hub network, which leverages nearby Android devices to locate lost items.

The Pixel Tag supports both Ultra Wideband (UWB) and Bluetooth 6.0 Channel Sounding technologies, enabling more precise tracking as users approach the tag. UWB provides directional and distance information, while Channel Sounding offers accurate distance measurement on compatible devices without UWB. However, hardware requirements vary: Channel Sounding requires Pixel 10 or newer, UWB is supported on Pixel Pro models from Pixel 6 Pro onward, but the base Pixel 11 lacks UWB capability. Tracking can also be done via Pixel Watch, with varying accuracy depending on the model.

Weighing approximately 12 grams, the Pixel Tag features IP67 dust and water resistance and uses a replaceable CR2032 battery, which Google estimates will last over a year. A physical button on the tag can trigger the connected phone to emit a sound if the phone itself is lost. Additionally, integration with Google's Gemini system allows users to command the Pixel Tag to ring through voice without manually opening the Find Hub app.

Unlike previous Pixel launches, the Pixel Tag will not be released alongside the Pixel 11 series in August but will arrive later in November. Priced similarly to the AirTag 2 in the US, the Pixel Tag’s main advantage lies in its seamless integration with Android and the Find Hub ecosystem.