AirTags, not the first tracking tool to become the source of concern about their use, have been linked to stalking and car thefts.
Homing beacons made by other companies have been around for years, but Apple’s product is especially powerful because it uses the company’s network of more than 1 billion devices and its cloud computing service to frequently update the location of an AirTag.
An app named “Find My” on iPhones tracks how far away the tags are and displays a map with their locations. Apple has not released sales figures for AirTags. Gene Munster, managing partner at investment firm Loup, said he estimates sales so far at 25 million tags, based on an analysis of Google Search data for AirTags and other products.
One change had to do with a feature to deter unwanted tracking: An AirTag will play a sound if it’s away from its owner for too long. In June, Apple shortened that time period from three days to a randomized time from 8 to 24 hours. The company said its features to discourage unwanted tracking were a first in the industry. “We are raising the bar on privacy for our users and the industry, and hope others will follow,” it said.
Olsen said that before AirTags were released in April, it was already standard practice for shelters and other service providers to check a person’s personal belongings for tracking devices after they arrive. And she said it’s not realistic to think of going back to a world without such devices, whether made by Apple or someone else.
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