Tile Ultra: Tile's New AirTag Rival & Product Lineup

Tile Announces New Tracker Lineup and Ultra-Wideband Competitor

Following a recent $40 million debt financing round, Tile is unveiling its latest collection of item-tracking devices. This includes the anticipated Tile Ultra, designed to rival Apple’s AirTag, which utilizes ultra-wideband technology.

Tile Pro Receives a Design Update

While the Tile Ultra isn’t immediately available for purchase, the company’s initial updates focus on the Tile Pro. It boasts a redesigned form factor, optimized for attachment to items like bags, keys, and luggage.

Alongside the Pro, existing trackers – the Mate, Sticker, and Slim – have been enhanced with features such as increased volume, extended finding ranges, and improved water resistance.

Introducing Tile Ultra: Precision Tracking

Tile has been developing the Tile Ultra for some time, with details of its new technology revealed earlier in January. The device will mirror the Tile Pro in size but feature a more refined, premium aesthetic and include a stainless steel ring.

Crucially, the Tile Ultra will incorporate ultra-wideband technology, similar to that used in the Apple AirTag, enabling more accurate location pinpointing.

When released, the Tile Ultra will combine both Bluetooth and ultra-wideband capabilities, allowing users to locate objects up to 400 feet away. An updated mobile app interface will then display the item’s location using augmented reality arrows.

Addressing Competitive Disadvantages

Tile has been openly critical of Apple’s entry into the tracking market and the initial competitive disadvantage it created. The availability of ultra-wideband functionality to third-party developers was limited until the release of iOS 15, giving Apple a significant advantage with AirTag.

Tile is collaborating with Google to ensure its new ultra-wideband device functions seamlessly with Android 12, which introduces ultra-wideband support to the Android platform for the first time.

Tile CEO CJ Prober explained that Apple delayed making ultra-wideband accessible to developers until after launching its own product, contributing to the delay in the Tile Ultra’s release, now slated for early 2022.

Significant Refresh for Existing Tile Devices

In the short term, Tile’s existing product line is receiving substantial upgrades.

The Tile Pro features a new, slimmer design, resulting from extensive internal testing of around 16 different form factors. This design is intended to resemble a key fob, providing a secure and convenient attachment point.

Performance enhancements for the Tile Pro are minor, with the aesthetic changes being the primary focus. It retains a 400-foot finding range and a one-year replaceable battery.

Updates Across the Entire Tile Range

The Tile Mate now boasts a sleeker design and is available in both black and white. It offers a 250-foot range (a 25% improvement), enhanced water resistance (IP67 rated), a louder ring, and a three-year non-replaceable battery.

The Tile Sticker, ideal for attaching to remotes and other items, has seen a 67% range increase to 250 feet. It also benefits from a louder ring, improved water resistance, and a three-year non-replaceable battery.

Finally, the Tile Slim, designed for wallets, has received the same performance improvements in range, battery life, and ring volume.

Pricing and Availability

The Tile Pro and Tile Slim are priced at $34.99 each. The Tile Mate costs $24.99, and the Tile Sticker is available for $29.99.

New ‘Lost and Found’ Service

Alongside the hardware updates, Tile is introducing a new feature within its mobile app called ‘Lost and Found’. This service allows anyone who discovers a lost Tile item to scan a QR code and view the owner’s contact information, facilitating its return.

Enhanced Security Features: Scan and Secure

Inspired by AirTag’s security measures, Tile is implementing a feature to detect nearby unknown devices. However, Tile’s approach differs. Users can download the Tile app and initiate a manual scan for unwanted Tile devices without needing a Tile account.

This functionality, called ‘Scan and Secure’, was developed in consultation with the National Network to End Domestic Violence. It prioritizes user control over automatic notifications.

“Almost 70% of stalking victims know their offender,” stated Prober. “Their guidance was that you really need to put this kind of safety feature in the hands of the user.”

‘Scan and Secure’ will launch on both iOS and Android platforms in early 2022.

Tile’s Business Growth

While Tile is expanding into services and partnerships, the majority of its revenue still comes from direct device sales. To date, the company has sold 40 million trackers and has over 425,000 paying subscribers.

Tile’s revenues increased by over 50% during the first half of the year, though the company has not disclosed specific financial figures.

The new Tile lineup, excluding the Tile Ultra, is available for purchase today on Tile.com and at retailers including Amazon, Costco, Best Buy, and Target.