Google’s long-rumored Bluetooth tracker, the Pixel Tag, may launch at just under the price of an Apple AirTag in Europe, according to a new leak from French deal-tracking site Dealabs. The reported European price is €34.90, compared to €35 for Apple’s AirTag — positioning it as a direct, slightly cheaper alternative.
The Pixel Tag is expected to debut on August 12 at Google’s Made By Google event, alongside the Pixel Watch 5 and Pixel 11 series. Earlier leaks from European retailer listings (Sharp DE, J-T-Vertrieb, BigPartner.si) surfaced by 9to5Google had already confirmed the tracker’s existence and revealed its hardware design, but this is the first time a concrete price has emerged.
Pixel Tag Design and What We Know
Leaked renders show a compact, puck-style tracker with a built-in speaker behind a bottom grille — functionally similar to the AirTag’s design language but distinctly Google’s own industrial style. The speaker would allow the tracker to play a sound when pinged from a paired phone, the most basic lost-item recovery feature.
Key unknowns remain. There is no confirmation yet on whether the Pixel Tag will support Ultra-Wideband (UWB) for precise directional finding — a feature the AirTag has had since launch and that Samsung’s Galaxy SmartTag2 also offers. Without UWB, the Pixel Tag would be limited to Bluetooth-range proximity detection, a meaningful gap for a device meant to compete at the same price point.
Pricing and Availability
If the €34.90 European price holds, Android Authority notes that a US price around $29 would be a reasonable extrapolation based on Google’s typical transatlantic pricing — though that figure is speculation, not a confirmed leak. No pricing has surfaced for other markets.
- Leaked EU price: €34.90 (unconfirmed)
- Apple AirTag EU price: €35
- Expected launch: August 12, 2026 (Made By Google event)
Google entering the tracker market would give Android users a first-party alternative to Samsung’s SmartTags and the various Chipolo and Tile options that work with Google’s Find My Device network. Whether Google’s network coverage and finding accuracy can match Apple’s massive installed base remains the real competitive question — price alone will not settle it.
Source: Dealabs (pricing leak), via Android Authority
