Google's Answer to AirTag: Meet the Pixel Tag Item Tracker

Google appears to be developing a Bluetooth-based item tracker called the Pixel Tag to take on Apple's popular AirTag, according to evidence uncovered by 9to5Google. The device has surfaced in retailer listings and promotional imagery as the company gears up for its next hardware showcase.

What the Pixel Tag is#

The tracker sports a small, oval form factor and operates on Google's Find My Device network—now branded as Find Hub—rather than Bluetooth's standard search protocols. It includes a built-in speaker to help users locate their belongings nearby, and the system is designed with encryption and privacy protections in mind.

Where the leak came from#

Evidence of the device emerged when 9to5Google discovered product images and uncovered a listing on a Slovenian retailer's website. The retailer's description positions it as a compact way to track keys, wallets, bags, and other essentials. Early retail listings for the Pixel 11 smartphones also referenced the Pixel Tag, though no such product existed publicly at that time.

Coming soon with Pixel 11#

The timing suggests Google plans to unveil the Pixel Tag alongside other hardware at its August 12 launch event, which is also expected to feature the Pixel 11 lineup, a new foldable phone, smartwatch, and wireless earbuds. Google has not confirmed the product or responded to requests for comment.