In what was Apple's worst kept secret in recent history, the company finally unveiled AirTag, a Tile-like Bluetooth locator that attaches to and helps you find items such as keys, wallets, laptops or even your car.
The small, flat, circular discs with built-in chips allow someone to locate items when connected to Apple's Find My app. It also works with Siri.
The stainless steel devices, which are water and dust resistant, feature a built-in speaker that plays sounds to help locate an AirTag. It's packed with the Apple-designed U1 chip, which uses Ultra Wideband technology -- the same chip used in the iPhone 12.
While location trackers are hardly new -- there are similar products from Samsung, Sony and Tile, the U1 chip will more accurately determine the distance and direction to a lost item.
Similar to Apple Watch, it's possible to add free engraving to the device.
You can buy an AirTag for $29 and a four pack for $99, starting April 30. Users can also splurge for leather accessories, such as key rings, luggage tags and a bag charm from Hermès.