New AirTags: Apple is just going through the motions

Sometimes you really start to wonder what the ladies and gentlemen in Cupertino are up to all day. Most recently, I found myself asking this question about the AirPods Max, among other things, which the company left on the market unchanged for almost four years, only to then simply equip them with USB-C and USB audio, but otherwise change absolutely nothing.

A similar approach can now be observed with the AirTags, one of the company's most popular (because cheapest) products. Here, Apple had just under five years to come up with something new. And what happened? The company is just going through the motions, doing only the “bare minimum.” This may serve the profit margin, as the old machines can continue to be used – because at least on the exterior hardware, everything seems unchanged. Apple hasn't even drilled a small hole as an eyelet. If you want to carry or attach the devices to something, you need a case or at least a (sufficiently strong) sticker.

A new chip, but one that's old again

Instead of major innovations, the AirTags 2, which will be released this week, have a total of two new features, one of which is not desired by many users at all. Innovation number 1: A 1.5 times greater range for “Precision Finding” in close proximity thanks to the newer U2 chip, which has been in Apple hardware since the iPhone 15. However, this is only usable with newer devices (from iPhone 15, Apple Watch Series 9, or Ultra 2). Innovation number 2: With hardware optimizations that are still unknown, the internal beeper speaker has been made 50 percent louder. You read that right. That's it.

At least Apple refrained from increasing the prices (starting from 31,90 €); they remain at the recommended retail price of 119 Euros for a four-pack or 35 Euros per single unit (only at Apple with free engraving). The AirTags are also the same size as before, so they fit into existing accessories (Apple itself has produced a new pendant made of all things in FineWoven) and, as usual, use a disposable battery (CR2032) that lasts about a year. No rechargeable battery, no wireless charging.

Speaker is louder

I already mentioned that one of the innovations is more likely to annoy users: the louder speaker, which Apple sees as a stalking protection among other things, also means that the AirTags are even less suitable for theft protection, as thieves are more easily alerted to their presence. Whether a deactivation of the speakers is still possible – it is quite controversial – or whether Apple has built in an “anti-tampering” protection here is still unclear.

A commentary by Ben Schwan

Mac & i editor Ben Schwan has been writing about technology topics since 1994 and now focuses primarily on Apple devices. He likes the design of Mac, iPhone, and iPad and believes that Apple often delivers the most user-friendly products. However, he doesn't think the hardware and software world from Cupertino is always perfect.

The rumor mill had previously, at least the more hopeful part, expected a longer battery life and other improvements, for example, in the form factor. But as mentioned, that didn't happen. The accessories industry continues to fill the gap. It can even be done better: Just take a look at the numerous AirTag alternatives that use Apple's “Find My” network. If Apple isn't innovative, others will be – from the trackable (and of course rechargeable) wallet to the TSA lock.

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