Google Pixel Tag Launches at $29 to Rival Apple AirTag

Google has introduced the Pixel Tag, its first item tracker and a direct competitor to Apple's AirTag. The device was announced on Wednesday, August 12, 2026, and is priced at $29 for a single tag or $99 for a four-pack, matching the price of the AirTag 2. The Pixel Tag will launch in November 2026.

Design and Features

The Pixel Tag is made from stainless steel and has an IP67 water- and dust-resistance rating. It features a built-in speaker that plays a sound when an attached item is lost, and a button on the device that triggers a sound on a connected smartphone. This on-device button sets it apart from the AirTag.

The tag has an oval shape rather than the AirTag's round design and, like the AirTag, does not include an attachment point, so users need to purchase an add-on accessory to attach it to keys or bags. It uses a replaceable battery that lasts up to one year.

Compatibility and Tracking

The Pixel Tag works with Android devices running Android 9 or newer with Bluetooth 6. It can be tracked using the Find Hub app. The device supports Bluetooth and Ultra Wideband, enabling a precision finding feature when an item is lost nearby but out of sight. It also offers alerts when an item is left behind and allows sharing item location with multiple people.

When an item is out of range of the owner's device, the Pixel Tag uses Google's Find Hub network, which taps into more than a billion Android devices to help locate items. This is similar to Apple's Find My network for the AirTag.

Privacy and Cross-Platform Alerts

Google has implemented protections similar to Apple's. Android devices will send alerts when an unknown tag is detected traveling with the user. Thanks to a collaboration between Apple and Google, unknown tracker alerts are cross-platform, meaning iPhone users will get an alert if a Pixel Tag is nearby, and vice versa.

The Pixel Tag is now available for pre-order, with shipping expected in November 2026.