Google Pixel Tag Leaks at $29: Google's First AirTag Rival Arrives August 12

Google{"'"}s long-rumored item tracker is finally real. The Pixel Tag (model GA12506) has leaked at approximately $29 in the US and €34.90 in Europe, undercutting Apple{"'"}s AirTag ($29) while matching it on price in the US market.

Design and Features

• Design: Pill-shaped form factor with no built-in mounting mechanism — you{"'"}ll need a separate case or holder
• Speaker: Built-in speaker for audible location alerts
• Color: Launching in "Fog Light" — additional colors expected later
• Network: Integrates with Google{"'"}s Find Hub (formerly Find My Device), leveraging Android{"'"}s vast device network for crowd-sourced location tracking

The UWB Question

The most critical unknown: UWB (Ultra-Wideband) support has not been confirmed. Without UWB, the Pixel Tag would rely on Bluetooth-only proximity detection, lacking the precise distance-and-direction guidance that makes Apple{"'"}s AirTag with iPhone so effective for close-range finding. If Google ships without UWB, the Pixel Tag could still locate lost items through Bluetooth and the Find Hub network, but the last-10-feet experience would suffer.

How It Compares to AirTag

At $29, the Pixel Tag matches AirTag on price. Apple{"'"}s advantage: UWB precision finding with the U-chip and tight Find My integration. Google{"'"}s advantage: the Android ecosystem is larger, meaning more devices in the Find Hub network to relay location data. Samsung{"'"}s Galaxy SmartTag2 ($29.99) is the third competitor, offering UWB on Samsung devices.

The Pixel Tag launches at the Made by Google event on August 12. Browse all Google wearables.