Google is expected to unveil several new products during its upcoming Made by Google event on August 12, including the Pixel 11 smartphone lineup and the Pixel Watch 5. However, it looks like they may not be the only new devices making an appearance. According to a new leak, Google is also preparing to introduce its first dedicated item tracker, the Google Pixel Tag, which draws obvious comparisons to Apple’s popular AirTag.

The latest information comes from Billbil-kun, a leaker with a strong track record with this sort of thing. The leak suggests that Google plans to officially announce the Pixel Tag during the August 12 event, though its release date has not yet been confirmed. The Pixel 11 series and Pixel Watch 5 are expected on the 20th, so that’s likely the earliest you see it available.

What we know about the Google Pixel Tag so far

The Pixel Tag is expected to help users keep track of everyday items such as keys, wallets, luggage, and backpacks. Like other smart trackers on the market, it will reportedly work with Google’s Find My Device network, allowing users to locate lost belongings through nearby Android devices. The tracker is also expected to include a built-in speaker, making it easier to find a nearby item by playing a sound.

Earlier information obtained by 9to5Google revealed what appears to be the first image/render of the Pixel Tag. Instead of using the circular design seen on Apple’s AirTag, Google’s tracker reportedly features an oblong shape that is more similar to Samsung’s Galaxy SmartTag 2. The leaked image also suggests that the device may not include a built-in attachment hole, meaning users will likely need a separate case or keychain accessory to attach it to their belongings.

According to Billbil-kun, the Pixel Tag will be available in a single Light Fog color option and is expected to cost €34.99. This places it almost exactly in the same price range as Apple’s AirTag, which also sells for around €35 in many European markets. Rather than competing through a lower price, Google appears to be matching Apple’s pricing strategy while relying on its own ecosystem and Find My Device network.

At the time of writing, Google has not officially announced the Pixel Tag or confirmed any of the leaked information. With the Made by Google event now just days away, it likely won’t be long before we learn whether the company’s first item tracker can offer enough features to outdo Apple’s well-established AirTag. It’s worth keeping in mind that Apple AirTags do not work natively with Android devices, so we’re keener to see how the Pixel Tag performs versus other Android-compatible tags.

About the Author

Abdul Haddi

Abdul is a tech writer and Editor for PC Guide, specializing in all things tech, gaming, and hardware.