[FabHK]

Yes, and they refuse (apparently) to join Apple's Find My, and instead want users to install their Tile app (and their tags are then only findable by users that have the Tile app installed). They want to own the entire relationship, but I think here they'll lose out.

[manmal]

They might still capture the (worldwide way larger) Android market.

[yurishimo]

They've had 5(?) years to do that already but they gained initial success and then sat on their laurels while off-brand competitors tried and failed to break into the market.

I tried a couple of cheap Tile competitors but they all wanted you to use their apps and thus weren't very valuable. I almost bought some Tile products around the last Apple event in Fall 2020 but waited because I thought AirTags were going to be released then.

I'm still tracker-less so I'll be picking up a 4 pack of these and I am excited to use them. Here in the US at least, Apple has great marketshare to support a service like this and a proven track record with Find My already. I'm planning a cross country road trip that starts in about 2 months, and I'll feel a lot better about not accidentally leaving my wallet behind at campsite or hotel while I'm in a rush to get back on the road. Then, even if I did, all it takes to hopefully get my stuff back is for someone with an iPhone to walk by it to update it's location.

Unless Apple royally screws up this rollout, I don't see how Tile can continue to dominate marketshare for this sector.