Google develops Pixel Tag to compete with AirTag and SmartTag
Google would be working on developing a device similar to Apple’s well-known AirTag, codenamed “Grogu” or “Nest Locator”. The new device is expected to employ ultra-wideband (UWB) and Bluetooth low energy (BLE) technologies for its functionality. This information emerged after a developer, Mishaal Rahman, found references to the device in Google’s own Fast Pair developer console.
The device, which will likely be called Pixel Tag, is designed to offer features such as precise location of devices and items. It should also be integrated into the existing Find My Device network for Android, working in a similar way to Apple’s network, which uses its many devices to locate AirTags.
UWB technology is a key differentiator, enabling significantly more accurate location tracking than Bluetooth alone. With it, users will be able to pinpoint items with high precision, reaching an accuracy of just a few centimeters, which greatly improves the search experience. This is the same technology that Apple uses for the “Precise Search” feature on its AirTags, ensuring that nearby objects are located quickly.
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Additional information indicates that the new tracker would come with an integrated speaker, capable of emitting sounds to make it easier to locate lost objects nearby. The device would also take advantage of Google’s Fast Pair system for quick and simplified setup, and would feature a modular design, suggesting the possibility of different accessories or customizations.
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Google’s entry into this market segment positions the company in direct competition with Apple and Samsung, which already have their SmartTags and AirTags, respectively. Both companies have already established robust ecosystems for their trackers. Google’s move reflects a commitment to expanding its hardware offering and strengthening the integration of its ecosystem, seeking a share of a growing market and offering more options to Android users.
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