Apple’s newly announced AirTag doesn’t just bring major upgrades in range and volume. In the UK, it also arrives at a noticeably lower official price than previous generations.
The updated tracker, revealed today, builds on the original AirTag first launched in 2021 and is designed to help users keep track of everyday items such as keys, bags and luggage using Apple’s Find My network.
At the heart of the new model is Apple’s second-generation Ultra Wideband chip, the same technology found in the latest iPhone 17 lineup and new Apple Watch models. Apple says this allows users to locate lost items from up to 50% farther away than before using Precision Finding, which combines visual cues, sound and haptic feedback.
For the first time, Precision Finding is also available on Apple Watch, meaning users can now track down a missing AirTag directly from their wrist.
Apple has also upgraded the AirTag’s speaker, making it 50% louder than the previous version. The company says this should make it easier to hear an AirTag from up to twice the distance, helping users locate items hidden in awkward places, such as between sofa cushions or inside bags.
As with the original, the device relies on Apple’s vast Find My network. This crowdsourced system of Apple devices anonymously detects nearby AirTags and relays their location back to the owner. Apple says this approach has already helped reunite users with lost luggage, musical instruments and even critical medication.
The new AirTag also integrates with Apple’s Share Item Location feature, allowing users to temporarily share the location of a lost item with trusted third parties, including airlines. Apple says it has partnered with more than 50 airlines, with industry data suggesting the feature has helped cut baggage delays and reduce cases of permanently lost luggage.
Privacy and security remain a central focus. Apple says AirTag does not store location history on the device, uses end-to-end encryption and includes protections against unwanted tracking, such as alerts that notify users if an unknown AirTag is detected nearby.
Environmentally, Apple says the new AirTag is made with 85% recycled plastic, uses recycled rare earth elements and gold, and comes in fully fibre-based packaging. The design remains unchanged, meaning it is compatible with existing AirTag accessories.
Despite the hardware upgrades, the new AirTag is now officially cheaper in the UK than it was in recent years.
Apple is selling the new model for £29 for a single AirTag or £99 for a four-pack. In 2025, the previous AirTag was listed at £35 for one and £119 for a four-pack on Apple’s UK Store.
That means buyers are now paying less for a significantly more capable device, a rare move at a time when most tech products are increasing in price.
Free personalised engraving is still available when ordering directly from Apple. The new AirTag is available to order online today, with in-store availability later this week.
The device requires a compatible iPhone or iPad running the latest software, with some features also dependent on newer Apple Watch models.