[tomsem]

AFAICT, the competition is Tile, and Tile is complaining loudly, because while Find My can be leveraged by 3rd parties on Apple platform, their solution is cross platform and relies on their own apps and infrastructure (I assume their trackers cannot integrate with both? Why not?). They are claiming ‘monopoly’. Both will be testifying to Congressional committee so we’ll see how the arguments sort out.

Also AirTag/Find My relies on billions of distributed iPhones being able to sense the tracker. Tile can only tell you where it was last time your phone ‘saw’ it. Apple’s solution is obviously more capable, assuming you trust that ‘it has been designed to protect your privacy from the ground up’. For that capability, people should be willing to pay more.

The use case is someone steals your wallet or purse. Wouldn’t you want a shot at recovering it and possibly helping to apprehend the thief?