Regularly criticized, the AirTag would be a great success, according to Ming-Chi Kuo. Apple would sell millions of Bluetooth beacons and would already be thinking of a second generation.
Since announcing the iPhone fifteen years ago, Apple has turned almost everything it touches into gold. From smartphones to tablets to wearables, the Apple brand has had many successes for a decade. It has shaken up the world of watches with its Apple Watch and dominates the world of wireless headphones with its AirPods. In 2021, Apple has also decided to launch the AirTag and shake up the world of Bluetooth key fobs.
As usual, the company headed by Tim Cook is far from the first to get started. The market has existed for years, without having known a real explosion on the commercial level. The arrival of a giant like Apple necessarily changes the game and success seems to be there. Ming-Chi Kuo, analyst and recognized specialist in the Apple universe, believes that the Californian firm has sold 20 million AirTags in 2021.
By the end of 2022, Apple will have sold 55 million AirTags
This figure would reach 35 million in 2022totaling 55 million AirTags sold in a year and a half. An impressive success for this beacon connected in Bluetooth which “didn’t get much attention”, recalls Ming-Chi Kuo. The latter is renowned for the reliability of this information, while Apple has not published sales figures for its products for years.
AirTag, which has not received much attention, has gradually grown in shipments since its release. Shipment estimates of AirTag reach about 20 mn & 35 mn units in 2021 & 2022, respectively. If AirTag shipments continue to grow, I believe Apple will develop the 2nd generation.
— 郭明錤 (Ming-Chi Kuo) (@mingchikuo) June 19, 2022
However, it is difficult to situate the AirTag in relation to its competitors. Indeed, most of Apple’s rivals do not publish their figures and do not have the power of the American giant. The number one in the sector, Tile, was acquired by Life360 for 205 million dollars and its CEO explained at the end of 2021 that it had sold “more than 40 million Tiles”. This figure seems to refer to worldwide sales and would therefore be lower than Apple’s results; despite having been present in this segment since 2012. The only competitor of a comparable size could ultimately be Samsung with its SmartTags, but the South Korean giant does not mention the sales of its tags.
Towards an AirTag 2?
One thing is certain, this market is progressing and this could give Apple ideas. Still according to Ming-Chi Kuo, the enthusiasm for these trackers would push the manufacturer to develop a second generation of AirTag. However, a major element could come thwart the plans of the apple brand.
Launched discreetly, the AirTag regularly makes the news for the wrong reasons. The small accessory is accused of promoting espionage and Apple had to offer corrective updates with anti-harassment functions. More recently, AirTags were at the heart of a particularly sordid news item. A woman killed her boyfriend after locating him using Apple’s device.
In another register, the firm encounters other problems such as the sending of alerts from “ghost” AirTags.
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