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Xiaomi and Motorola Enter the AirTag-Style Tracker Race

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  Published in Sports and Competition on Tuesday, December 9th 2025 at 11:20 GMT by Mashable

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Xiaomi and Motorola Join the AirTag‑Style Tracker Race

In a move that underscores how quickly the “small‑device, big‑impact” market is evolving, two of the world’s largest smartphone makers, Xiaomi and Motorola, have announced their own personal‑tracking devices that directly compete with Apple’s AirTag. The announcement, revealed through a Mashable feature and bolstered by links to the companies’ official product pages, provides a snapshot of what consumers can expect in terms of design, functionality, price, and ecosystem integration.

A Quick Snapshot of the Two New Competitors

Both devices come in a minimalist, puck‑shaped form factor that can be clipped, pinned or placed on almost any item. What sets them apart from one another is a mixture of feature emphasis and ecosystem strategy: Xiaomi’s product is bundled with its popular Mi Home ecosystem, while Motorola leverages its long‑standing “Moto Smart” brand and the Android “Find My Device” service.

Design and Core Functionality

Xiaomi Mi Smart Tag

• Build: The Mi Tag is a translucent disc that looks almost identical to Apple’s AirTag, but it is noticeably slimmer (3 mm) and uses a plastic shell rather than a metal housing.
• Battery: The most distinctive feature is the removable, user‑replaceable battery. Xiaomi claims the battery can last up to a year, and the replacement is a quick “swap‑out” operation that can be done in a matter of seconds.
• Audio: A small speaker allows users to trigger a “find‑me” sound from the Mi Home app. When you tap the Tag on your phone, a chime will play from the Tag itself, making it easier to locate in a crowded room.
• Tracking: The Tag relies on Bluetooth Low Energy and can detect a phone within roughly 10 m. When the Tag is out of range, the Mi Home app will notify the user. The device also supports “community‑based” tracking: if any Mi Tag user’s phone comes into range of a lost Tag, the location is anonymously shared back to the original owner.

Motorola Moto Smart Tag

• Build: The Moto Tag is a square‑shaped puck that is a bit thicker (about 9 mm). It has a matte finish and a small “X” or “+” icon printed on it for quick visual identification.
• Battery: Motorola’s Tag uses a non‑removable battery that lasts up to eight months, and the company offers a battery‑replacement service for a nominal fee if the battery dies early.
• Audio: The Moto Tag also has a speaker that can emit a distinctive tone when the user requests a “find my phone” action.
• Tracking: The Tag works on a 30‑m range (much longer than the Mi Tag) and is compatible with Android’s “Find My Device” feature. It also works with the company’s own “Moto Smart” app, which provides a real‑time map view and a “last known location” snapshot.

Ecosystem Integration and Connectivity

Xiaomi has built a robust IoT ecosystem with the Mi Home app, which already controls smart lights, locks, cameras, and other home devices. By adding a Tag to this ecosystem, Xiaomi can bundle it with other IoT products (think a “Mi Smart Lock” + “Mi Smart Tag” combo) and offer a cohesive experience for users already invested in Xiaomi’s hardware.

Motorola, on the other hand, positions the Tag as an “Android‑first” solution. It uses the existing “Find My Device” infrastructure, which many Android users are already familiar with. In addition, Motorola has hinted at potential integration with its upcoming smart‑watch line, turning a smartwatch into a central hub for all Moto Smart devices.

Both brands are missing the U1 Ultra‑Wideband chip that Apple’s AirTag uses to provide precise distance and directional cues when you’re near your lost device. However, the cost savings and simplified connectivity (BLE only) make the Xiaomi and Motorola tags attractive for budget‑conscious consumers.

Pricing, Availability, and Market Strategy

• Price point: Xiaomi is clearly aiming for the low‑end of the market. At $29.99, it is about half the price of an AirTag, which is $29.99 per unit (or $24 for a 2‑pack). Motorola sits a bit higher at $39.99, targeting a slightly more premium Android audience.
• Launch strategy: Xiaomi announced the Mi Tag during its annual China Mobile Expo, and early reviewers say it will be available for pre‑order on its global e‑commerce site in the next quarter. Motorola, meanwhile, announced the Moto Tag at its “Moto X” launch event in the United States and will make it available via the Motorola store and Amazon.
• Market positioning: Both companies are using the tag to drive sales of their wider product lines. Xiaomi is looking to deepen its presence in the smart‑home market, while Motorola is hoping to build a new “smart‑home‑connected‑phone” ecosystem that could eventually include watches, headphones, and other accessories.

Potential Impact and Challenges

• Competition vs. Apple: Apple’s AirTag has the advantage of the Find My network, which is backed by millions of Apple devices worldwide. The new Xiaomi and Motorola tags will have to build community participation from scratch, which could slow adoption in the early stages.
• Privacy concerns: Unlike Apple, which uses end‑to‑end encryption for location data, third‑party tags typically rely on cloud‑based services that may log the location data in less secure ways. Both Xiaomi and Motorola will need to communicate robust privacy policies to reassure consumers.
• Feature parity: While the Xiaomi Tag offers a replaceable battery and a slightly higher range from Motorola, the absence of Ultra‑Wideband means it can’t offer the same “precision” tracking that AirTag users experience. Users who prioritize accuracy may still gravitate toward Apple’s offering.

Bottom Line

Xiaomi and Motorola’s entrance into the AirTag‑style market is a sign that the demand for small, inexpensive trackers is strong enough to attract major players beyond the original “Tile” and “Samsung SmartTag” incumbents. Both devices provide solid core features—Bluetooth tracking, a speaker, and a quick “find‑me” button—at a lower price point than Apple’s offering. However, they lack the integrated ultra‑wideband network that gives Apple a unique selling proposition.

If the community around each of these tags grows rapidly, we could see a shift in how consumers think about personal tracking: a more affordable, interoperable ecosystem rather than a single vendor lock‑in. The real test will come in 2024, when user reviews and data‑collection reports reveal whether the community‑based approach can keep pace with Apple’s Find My network in terms of accuracy, speed, and privacy. For now, the Mi Smart Tag and Moto Smart Tag appear to be promising, budget‑friendly alternatives for Android and iOS users alike.