Apple’s AirTag, the small, coin-sized device, originally launched as a consumer tool for tracking personal items, has fast become an essential travel companion, specifically for one of the more unpredictable aspects of air travel: Checked baggage.
AirTag, a product of Apple’s far-reaching ecosystem, work by using a network of Bluetooth connections from nearby Apple devices, transmitting their location back to the owner via the Find My app. For travellers, this has proved invaluable. Instead of waiting anxiously by the baggage claim, hoping their suitcase materialises, AirTag-equipped passengers can monitor the precise location of their bags in real-time. And as any seasoned traveller knows, peace of mind is a precious commodity. However, the story doesn’t end with the passenger’s reassurance. In fact, it only begins there.
When an AirTag-equipped bag goes missing, the owner can see exactly where it is, often before the airline is even aware of the issue. This has introduced a new dynamic to the passenger-airline relationship. In previous years, passengers were largely passive in the process, accepting that airlines would be the first—and often the only—point of contact for any updates on delayed or lost baggage. Now, travellers arrive with precise location data, which can sometimes expose the limitations in airline baggage handling and tracking systems. For airlines, this creates both an opportunity and a challenge, especially in an era where customer loyalty is more fragile than ever.
Airlines have long struggled with baggage handling. The International Air Transport Association (IATA) has made significant strides in standardising systems and reducing instances of lost or mishandled baggage over the past two decades, yet lost luggage remains an ongoing issue, particularly during peak travel seasons. The implementation of AirTags by passengers could theoretically benefit airlines, offering additional tracking capabilities that augment existing systems. Yet, there is a resistance to fully embrace or integrate this consumer-grade technology, as seen with Lufthansa’s initial stance against AirTags, citing “security concerns” due to their transmission abilities on flights. This begs the question: Are such concerns based on genuine issues, or are they simply a reflection of an industry unprepared to meet the transparency AirTags demand?
For passengers, the real value of AirTags lies in accountability. When passengers know exactly where their bag is—even if it’s halfway around the world due to an airline routing error—the power dynamic shifts. Passengers now have verifiable data, which they can use to request faster resolution and sometimes even additional compensation. From the airline’s perspective, this visibility can increase the pressure to resolve issues swiftly, given that a customer’s frustration is amplified when they can pinpoint the precise location of their misplaced belongings but are still unable to retrieve them.
The rise of AirTags is pushing airlines to re-evaluate their own baggage-tracking technologies. Currently, many carriers rely on RFID (Radio Frequency Identification) and barcode systems to monitor baggage, systems that are robust but not universally accurate or accessible in real-time. RFID technology, although advanced, operates on a different frequency and within a limited range, unlike AirTags, which depend on Apple’s global network of connected devices. The challenge is clear: as passengers become accustomed to the immediacy and convenience of AirTags, will airlines be compelled to adopt similar technologies? Or, perhaps more challengingly, will they need to offer interfaces that integrate customer data with airline systems, creating a seamless experience?
For a long time, we’ve wondered if Apple were able to strike a partnership with a major airline to integrate AirTag technology directly into the carrier’s baggage systems, it could set a new standard in the industry, eliminating the disconnect that currently exists between consumer tracking and airline monitoring.
Apple is now preparing to introduce a feature that can help people find their lost belongings with AirTag by sharing tracking data with airlines. The new feature, compatible with iOS 18.2, will be released in December. It is named the Share Item Location feature, allowing users to share the position of an AirTag or other Find My network assets for a limited time with other people. Delta, United, British Airways, and Air Canada will implement this new tool for airport workers to use AirTag tracking information safely and securely, Apple explained on Monday.
Apple wants the feature to be available in other airlines, with United Airlines offering it for some airports and its network later in early 2025.
"We know many of our customers are already travelling with AirTags in their checked bags, and this feature will soon make it easier for them to share location information with us safely and securely, helping our customer service agents work more efficiently and giving our customers added peace of mind," said David Kinzelman, United's chief customer officer.
He added that the service will be available in only a handful of airports initially, but that the airline hopes to have integrated the service across its network by early 2025.
A key partner in Apple's bid to make luggage more traceable is Sita, a tech company that makes the baggage-tracking tech WorldTracer, which is used by over 500 airlines and ground handlers at more than 2,800 airports worldwide.
"With global passenger traffic set to double by 2040, airports and airlines worldwide will face important challenges," said Nicole Hogg, Sita's director of baggage. The Share Item Location links will make for more efficient baggage management and be a "huge benefit to customers," she added.
The author is an aviation analyst. X handle @AlexInAir.
Alex Macheras
