Google’s long-rumored Pixel Tag appears to be just days away from becoming official, and a new leak reveals what consumers in Europe may have to pay for the company’s first Bluetooth tracker. The pricing information suggests Google is positioning the Pixel Tag as a direct competitor to Apple’s popular AirTag, matching it almost euro-for-euro.
The Pixel Tag is expected to be unveiled during Google’s Made by Google event on August 12, alongside the next generation of Pixel devices.
Pixel Tag reportedly priced at €34.99 in Europe
According to a report from Billbil-kun at Dealabs, shared via Android Authority, the upcoming Pixel Tag will launch in Europe with a retail price of €34.99.
That price places it almost exactly in line with Apple’s AirTag, which currently retails for €35 in many European markets. The minimal €0.01 difference suggests Google is intentionally avoiding a pricing disadvantage as it enters an already competitive tracking device market.
While Google has yet to officially announce the product, Billbil-kun has a strong track record of accurately leaking product details ahead of launch, adding credibility to the report.
US pricing remains unknown
The leak does not include pricing for other markets, including the United States. However, Android Authority speculates that Google could price the Pixel Tag at approximately $29 in the US.
Such pricing would directly match the Apple AirTag’s $29 price tag, making it easier for Android users to choose Google’s ecosystem without paying a premium.
Although this remains speculation until Google confirms official pricing, matching Apple’s strategy would make sense as the company attempts to establish its own Bluetooth tracker in the market.
Launch expected on August 12
The latest leak also reiterates that Google will officially unveil the Pixel Tag at its Made by Google event on August 12.
In addition to pricing, the report mentions a single launch color named Light Fog. Whether this will be the only available finish remains unclear.
Historically, Google has offered several color options for its Pixel devices and accessories, so additional variants could be introduced either at launch or later.
Features remain a mystery
Despite multiple leaks surrounding its existence, very little is currently known about the Pixel Tag’s capabilities.
Google has not revealed any official specifications, leaving several questions unanswered, including:
- Battery type and expected lifespan
- Precision location support through Ultra-Wideband (UWB)
- Water and dust resistance rating
- Integration with Google’s Find Hub (formerly Find My Device) network
- Multi-pack pricing and accessories
Given Google’s expanding Find Hub network, the Pixel Tag is expected to leverage Android’s crowdsourced device-finding capabilities to help users locate lost keys, bags, luggage, and other personal items.
What this means for consumers
If the leaked pricing proves accurate, Google is taking a familiar approach by competing with Apple on price rather than attempting to undercut it significantly. Instead, the company will likely rely on tight integration with Android devices and Google’s growing Find Hub ecosystem to differentiate the Pixel Tag.
With the official announcement expected in less than a week, consumers won’t have to wait long to learn whether the rumored pricing, features, and availability are accurate. The August 12 Made by Google event should provide the complete picture of Google’s long-awaited answer to the Apple AirTag.
