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Tile Slams Apple’s AirTags Item Tracking Push

Tracking tag manufacturer Tile has come out swinging against Apple’s new AirTags, and will ask the US Congress to examine the tech giant’s business practices.

Announced today, AirTags will be usable with Apple’s Find My network, which was recently opened up to third-party manufacturers. The move puts Apple into competition with Tile, the biggest name in tracking tags.

As reported by TechCrunch, CJ Prober, CEO of Tile, said that while he is “flattered” Apple is entering the tracking tile market, his company offers “differentiated value” and he is concerned about the impact AirTags will have.

“We welcome competition, as long as it is fair competition. Unfortunately, given Apple’s well-documented history of using its platform advantage to unfairly limit competition for its products, we’re skeptical.

“And given our prior history with Apple, we think it is entirely appropriate for Congress to take a closer look at Apple’s business practices specific to its entry into this category,” he said.

Apple has returned fire, saying in a statement that the Find My network was created more than a decade ago, prior to Tile’s founding, and that Tile currently holds 90 per cent of the market.

“Since then, we have expanded Find My to help users keep tabs on the other important things in their life — from sharing location with friends and family members, to locating third-party products like Van Moof bikes and Chipolo item finders.

“We have always embraced competition as the best way to drive great experiences for our customers, and we have worked hard to build a platform in iOS that enables third-party developers to thrive,” a spokesperson said.

While Apple has said Tile is free to use the Find My network if it wishes, Tile has rebuffed the idea, pointing out that it has its own iOS app which it would rather its customers use.

Tile will appear in Congress tomorrow alongside other members of the “Coalition for App Fairness” (CAF), including Spotify and Match; Epic Games, currently embroiled in litigation against Apple over the removal of Fortnite from the App Store, is also a member.

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