Google Pixel Tag leaks at $29–34 ahead of August 12 reveal

Google is set to announce its first-ever item tracker, the Pixel Tag, at the Made by Google event in New York on August 12. The European retail price has leaked at €34.90 — virtually identical to the AirTag 2's €35 — and a US price around $29 is expected to match Apple's equivalent. Whether it can match Apple's tech spec-for-spec is a different story.

The design

The Pixel Tag is an oblong, pill-shaped tracker launching in a single color: Light Fog, a milky white finish. There's no built-in attachment loop, which means you'll need to buy a separate case to clip it to your keys or bag — the same extra cost that AirTag owners have dealt with for years. Insider billbil-kun, writing for Dealabs, confirmed the price and color details ahead of the event and noted that same-day retail availability isn't guaranteed.

The catch

The Pixel Tag runs on Google's Find Hub network — a crowdsourced system that uses billions of Android devices worldwide to relay a tracker's location via Bluetooth. That's a large network, but one technical gap stands out: UWB (Ultra-Wideband) support is unconfirmed as of now, per TechTimes. AirTag 2 uses UWB to guide you within about 60 meters with Precision Finding — a room-by-room arrow on your screen. Without UWB, the Pixel Tag can tell you roughly where something is, not exactly.

That said, Google has built in DULT (Detecting Unwanted Location Trackers), a cross-platform anti-stalking standard jointly developed with Apple. If a Pixel Tag travels with someone who doesn't own it, their iPhone — running iOS 17.5 or later — will automatically alert them. It's a meaningful safety feature in a market that has seen trackers misused for surveillance.

Worth it?

At $29, the Pixel Tag slots into a competitive bracket against AirTag 2, Samsung SmartTag 3, and Tile trackers, reports Android Authority. For Android users especially, Find Hub's massive device pool makes it a practical choice. But if UWB precision tracking is a priority, the full picture won't be clear until August 12 — when Google officially pulls the curtain back in New York.