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AirTag again exposes lies told by airlines about lost luggage
(appleinsider.com)
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So innovative it's just a Tile. They do have the advantage of having really good coverage in the US, but I don't see the innovation.
Directional location is pretty innovative.
I suspect device coverage, relative to tile, even in countries not dominated by Apple, composes of a couple orders of magnitude more devices.
Tile didn't use Ultra Wideband until after AirTags existed, and I think even now it's only the Tile Pro that has it.
I used Tile for years before AirTags came along. The difference is night and day.
Tile is pure garbage. I say this as someone who has used both.