Tile Unhappy With Apple's AirTag Launch, 'Skeptical' About Fair Competition and Plans to Tattle to Congress

[Darth Tulhu]

Hold it, Apple does NOT have the biggest user-base, so I really don't see what the so-called "unfair" fuss is about.

Android and Windows have huge numbers over Apple.

Tile is just mad that EVERYONE in Apple's camp will switch to AirTags.

Willingly.

So Tile won't die, but this'll hurt.

Full disclosure: I have a Tile in my wallet. It's fat and unwieldy, but it was free (work issued).

 

[RogueWarrior65]

So, here's what I want to know. I have some Tile trackers that I have tried to use to be able to locate trade show crates as they make their way from my warehouse to a convention center and allow me to find them inside the convention hall. Great idea, right? Not so much. Tile was pretty much useless for this. Why? My guess is that it's because they only work if there are other Tile app users nearby. So, the question is: Do AirTags take advantage of the massive installed base of iOS devices whether or not the owner of those devices has an AirTag?

 

[G33k@Work]

Im so happy to replace tile real soon 👉👌 along with their anti consumer plans...
Thank you Apple!

 

[NT1440]

So, here's what I want to know. I have some Tile trackers that I have tried to use to be able to locate trade show crates as they make their way from my warehouse to a convention center and allow me to find them inside the convention hall. Great idea, right? Not so much. Tile was pretty much useless for this. Why? My guess is that it's because they only work if there are other Tile app users nearby. So, the question is: Do AirTags take advantage of the massive installed base of iOS devices whether or not the owner of those devices has an AirTag?

Yup, that’s the whole point of the revamped “Find My” network. Odds are, there’s going to be an iPhone passing through from time to time and that will allow it to be located.

 

[GLS]

Tile's biggest fear is that every tracker will be known hence forth as an "AirTag" or "like an AirTag" whether Apple made it or not in the same way all tablets are seemingly referred to as a "iPad" or "like an iPad" or media players were once referred to as "iPod" or "like an iPod".

 

[jca666us]

>Our mission is to solve the everyday pain point of finding lost and misplaced things and we are flattered to see Apple,
>one of the most valuable companies in the world, enter and validate the category Tile pioneered.

Tile pioneered the category, but got lazy and squandered their lead.

I own two of the newest tiles and they are JUNK. They work inconsistently and the battery drains on them within three months.

I've been waiting for AirTags and can't wait to s**tcan my Tiles.

 

[roar08]

AirTags will definitely put Tile out of business... I'm definitely ditching my Tiles 😁

Tile will put Tile out of business.

 

[jca666us]

OH JUST SHUT UP TILE

THEY DIDNT BITCH WHEN SAMSUNG’S VERSIONS CAME OUT RECENTLY SO THEY HAVE NO RIGHT TO BITCH AND WHINGE BECAUSE.... IT HAS TO BE APPLE

They didn't complain about Samsung, because Samsung doesn't haver the market Apple does. Tiles are garbage and they'll be bankrupt soon enough.

 

[7149041]

I don't blame them. Apple is gatekeeping some of the most important APIs - for example permanent access to Bluetooth, which would allow for real time tracking of my items to alert me once they are out of range. So, the app needs to run in the background all the time.

This makes AirTags automatically better than Tile.

 

[iGeneo]

This $29 AirTag is closer to $60 if you want to clip it to anything. For example, my wife has a Tile on her AirPods sleeve with a ring. I have the same thing on my keychain. No accessories needed, as opposed to Apple.

Sure.. but you need a subscription from $29 to $99 annually to get full functionality. Also.. their limited ecosystem puts you at a severe disadvantage

I deleted my account and threw the devices away after their last privacy issue... F tile

 

[macduke]

Considering they have a framework they can use now and how utterly unimportant this is compared to everything else Congress is working through right now, I say they shut up. I was surprised by the headline but the more I thought about it, the more using the word “tattle” makes sense. This is dumb.

 

[parseckadet]

Let's see, how would Steve Jobs put it? Oh yeah. Tile is "a feature, not a product."

 

[kc9hzn]

I can see both sides of the argument on this. Tile had the idea years before, probably when you first heard of them (like me) you had never thought of a handy little device for finding things like keys. Must be nearly a decade these things have been around now?

I usually take Apple's side with things like the closed platform and all. Sure, Apple can do a much better job and a long term strategy (U1 chip development, integration in their devices) to make an Apple like experience when using them to find something.

I'm a supporter of capitalism too, in a 'more competition is good' and whoever does it the best, the cheapest wins. But like, no matter how much talent Tile had (and I'm sure they have it , and could raise the investment money to fund big projects to develop great seamless technology that just works too) - but despite this, regardless of how good they could do it, they would face the obvious challenge of iOS high security standards and API frameworks.

Essentially, how could they really have been able to compete, given that Apple can waive its own rules / limitations for itself? Same argument comes up a lot now.

I love Apple's accessories. But this is an example of how it wasn't rocket science to make a great little product, there were some enforced limitations (not technical limitations nobody could figure out until Apple tried) by Apple that kinda prevented Tile and all from getting this good.

Interesting to hear what others think. Big Apple fan here, not trashing them, but I can kinda see Tile's argument more so than usual.

I’d probably have more sympathy for Tile if it weren’t for 1) them apparently complaining about Apple’s privacy rules (that’s a pretty good sign they’re selling personal data), 2) the fact that you have to buy a whole new Tile when the battery dies, and 3) their failure to really innovate in this space after the initial idea.

I’m actually not very fond of the “more competition is good” concept, at least in the sense when it’s used to prop up competition that would otherwise fold. The company has a capital structure consisting, at the very least, of factory contracts, software developers, and investment money. If the business were to collapse, sure, there would be one fewer tracking tag company, but the capital structure current devoted to making devices people aren’t all that interested in (hypothetically speaking) means a lot of wasted plastic, inventory space, investment money that would be more productive if liquidized. It’s the same economic argument against bailouts. If Tile were able to get some degree of government protection, that means users would have less choice (since that protection would likely come at the expense of competitors, and the quality of their offerings) and that society as a whole would be poorer because significant capital would be tied up in a firm that people, by their demonstrated preference, didn’t particularly want to buy from.

 

[Jony Ive and Co.]

It's Apple's platform, so Apple can do whatever they want with Find My. In fact, Apple doesn't even need to open it to third parties - it can just be exclusive to AirTags. This is just like me building a house for myself, then a neighbor keeps whining and complaining that she cannot access my house. It's MY house, and I have the right to do whatever I want and give access to only those people I like to my house, and there is nothing my neighbor can do about it.

If Tile wants to win customers, they should just build their own network and infrastructure like Apple. (But of course they lack the expertise and simply cant match the sheer power of Apple

 

[msp3]

Sour grapes, sore losers, etc.

 

[deevey]

I can see both sides of the argument on this. Tile had the idea years before, probably when you first heard of them (like me) you had never thought of a handy little device for finding things like keys. Must be nearly a decade these things have been around now?

I usually take Apple's side with things like the closed platform and all. Sure, Apple can do a much better job and a long term strategy (U1 chip development, integration in their devices) to make an Apple like experience when using them to find something.

I'm a supporter of capitalism too, in a 'more competition is good' and whoever does it the best, the cheapest wins. But like, no matter how much talent Tile had (and I'm sure they have it , and could raise the investment money to fund big projects to develop great seamless technology that just works too) - but despite this, regardless of how good they could do it, they would face the obvious challenge of iOS high security standards and API frameworks.

Essentially, how could they really have been able to compete, given that Apple can waive its own rules / limitations for itself? Same argument comes up a lot now.

I love Apple's accessories. But this is an example of how it wasn't rocket science to make a great little product, there were some enforced limitations (not technical limitations nobody could figure out until Apple tried) by Apple that kinda prevented Tile and all from getting this good.

Interesting to hear what others think. Big Apple fan here, not trashing them, but I can kinda see Tile's argument more so than usual.

Tile feel butthurt over either not being invited to the party, or the fact that they would be forced to make money solely on hardware.

They also could have come up with the idea in the first place rather than them being sued (initially)

 

[VictorTango777]

Please stick to normal reporting. We don't need MacRumors devolving into another AppleInsider.

 

[jca666us]

Tile will put Tile out of business.

Either way, it's a win for consumers.

 

[Localcelebrity]

As a long-term Tile user, I can say that they've never lived up to the hype of even the original pitch video. Privacy holes in their system have existed the whole time. I'm happy to give them the boot for a better product, they can cry foul all they want, but ultimately to me it's merely incidental that the better product is made by Apple.

 

[mmm...really]

Breaking News: Steam powered automaker complains to congress about internal combustion engine even after new engine plans offered to them. More at eleven

 

[Solomani]

Why didn't they tattle and crybaby when Samsung launched its similar Air Tags devices a few weeks ago?

 

[deevey]

It's Apple's platform, so Apple can do whatever they want with Find My. In fact, Apple doesn't even need to open it to third parties - it can just be exclusive to AirTags. This is just like me building a house for myself, then a neighbor keeps whining and complaining that she cannot access my house. It's MY house, and I have the right to do whatever I want and give access to only those people I like to my house, and there is nothing my neighbor can do about it.

If Tile wants to win customers, they should just build their own network and infrastructure like Apple. (But of course they lack the expertise and simply cant match the sheer power of Apple

Very smart of them to open it up. How can the argument be used that they are stifling competition when any manufacturer with a good idea to integrate the feature can make it happen.

And I'm sure the plethora of companies that have or are in the process of integrating it will testify to just that.

If Tile had set about with integrating their technology to a wide variety of industry partners rather than just focused on selling "tags" they might have a much bigger network than they currently do and still be relevant.

 

[alexandr]

Honestly NON of these products are “attractive” in any way. It’s a puck. That’s it. Square or circular from any of the 100+ competitors.

sounds like Tile was offered to come to the table, gave Aple the miiddle
Finger and sat on the sidelines. Samsung went their own way I’ll bet a HUGE opportunity to imbedd in their laptops was lost here. Only 1 HP product has tile inside.

why didn’t Apple make U1 within its M1 macs? I got not in iPad Pro 2021, or does it have it?

now Tile is upset and going to tattle tale?! Like seriously? They’ll be laughed out of court.

honestly I still think this should’ve been made by the cop Leitrim like tule then a partnership of devices logistics etc be unified. But no. This is NOT good for consumers

i'm not big on legalities of this, but i never really got the position of whining companies let it be tile or epic. they want to get rich, but when apple comes along and charges for using their platform(in epic's case), all of a sudden they want socialism. it just doesn't work that way. imho. and tile sat around too long on the same mediocre idea and never made it into anything amazing, now they are upset that the big boys are joining the game. sadly for them in a few years most people won't even know what tile was.

 

[alexandr]

Hold it, Apple does NOT have the biggest user-base, so I really don't see what the so-called "unfair" fuss is about.

Android and Windows have huge numbers over Apple.

Tile is just mad that EVERYONE in Apple's camp will switch to AirTags.

Willingly.

So Tile won't die, but this'll hurt.

Full disclosure: I have a Tile in my wallet. It's fat and unwieldy, but it was free (work issued).

i think tile will die a slow death with no relatives at their bedside...

 

[anson42]

I don't blame Tile for their position but I also have no sympathy. If you're going to enter a tech space as a third party, first party entry is always a risk.

What's funny is I've never wanted to try a Tile product but suddenly I have no problem with maybe trying a 4 pack of AirTags. Crazy, right? I can't be the only one who is suddenly a potential customer for this stuff. Tight integration by a first party can and often does provide a better experience unless executed poorly.

Tile, the takeaway is this: You were never going to get my money anyways, AirTags or no AirTags.