SOLFÈGE

Now that Apple’s lost cống phẩm finder AirTag has officially been introduced, competitor Tile is going on record ahead of its testimony in front of Congress tomorrow about how it perceives Apple’s lachạy thử hàng hóa. The company says it will be asking Congress on Wednesday to lớn take a closer look inlớn Apple’s business practices, and specifically its entry in this lost thành phầm tracking category.

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Tile has been a strong Apple critic since it learned that Apple would soon launch its own device to take on Tile’s leading lost cửa nhà finder beacons. Tile had successfully carved out a market for its Bluetooth-powered keychain dongles that allow consumers to lớn find the lost items Tile attaches lớn — lượt thích purses, luggage, keys, bikes, wallets & more. It also introduced the idea of a “finding network,” where everyone with the Tile ứng dụng installed on their phone could help to lớn locate someone else’s Tile, in the case that a lost tác phẩm was out of Bluetooth không dây range of its owner.

With AirTag, Apple is reproducing these capabilities, while also adding tư vấn for more precise ultra-widebvà technology, integrating AirTag into lớn its first-các buổi tiệc nhỏ “Find My” app, & leveraging its larger iPhone install base lớn help find missing items. This presents significant competition khổng lồ Tile, which is not only expected to lớn face off with Apple’s AirTag across Apple’s own devices, but also mô tả a portion of its subscription revenues from in-ứng dụng purchases with Apple thanks to App Store policies.

Ahead of AirTag’s launch, Apple moved to lớn head off any sort of anti-competitive claims by opening up access khổng lồ its “Find My” ứng dụng khổng lồ third parties. It even partnered with a Tile competitor, the Chipolo ONE Spot, to serve sầu as proof that it’s giving other lost tòa tháp finders that compete with AirTag equal footing on its iPhone platform. But Tile’s argument to lớn date has been that it doesn’t want to give up the direct relationship it has with customers via its own iOS tiện ích khổng lồ instead support Apple’s “Find My” users, & that Apple’s mere decision to lớn enter this market with its own item-locating tracker will allow it khổng lồ easily dominate because of its first-các buổi party advantage & ecosystem power.

Tile had previously testified before Congress about Apple’s alleged anti-competitive behavior back in 20trăng tròn & will now vày so again on Wednesday alongside other Apple critics, including Match and Spotify.

The companies are arguing against Apple’s in-ứng dụng commissions, the so-called “Apple tax,” which Apple recently reduced for smaller businesses. Many larger companies vày not want lớn pay Apple at all — they want khổng lồ process their own payments directly to retain all the revenue collected. They also want a more direct relationship with customers, not one where Apple is the middleman. And in some cases lượt thích Tile & Spotify, the companies don’t feel it’s fair that they’re paying money lớn Apple when Apple directly competes with their business through its own first-các buổi tiệc nhỏ apps.

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In addition, Tile intended to compete with AirTag via its own ultra-wideband powered device, announced earlier this year. But it has yet to lớn receive sầu access to Apple’s U1 chip lớn make such a device work, we understand (Apple has released a draft specification for chipmix manufacturers would come later this Spring.)


In a statement released today following Apple’s sự kiện, Tile CEO CJ Prober again publicly criticized Apple’s move sầu into lớn a market Tile created, saying:

Our mission is to lớn solve the everyday pain point of finding lost và misplaced things and we are flattered to see Apple, one of the most valuable companies in the world, enter and validate the category Tile pioneered.

The reason so many people turn khổng lồ Tile lớn locate their lost or misplaced items is because of the differentiated value we offer our consumers. In addition khổng lồ providing an industry leading phối of features via our tiện ích that works with iOS and Android devices, our service is seamlessly integrated with all major voice assistants, including Alexa and Google. And with form factors for every use case & many different styles at affordable prices, there is a Tile for everyone.

Tile has also successfully partnered with top brands like HP.., Hãng sản xuất Intel, Skullcandy và fitbit to enable our finding giải pháp công nghệ in mass market consumer categories lượt thích laptops, earbuds và wearables. With over 30 partners, we look forward to lớn extending the benefits of Tile lớn millions of customers và enabling an experience that helps you keep traông xã of all your important belongings.

We welcome competition, as long as it is fair competition. Unfortunately, given Apple’s well-documented history of using its platform advantage to lớn unfairly limit competition for its products, we’re skeptical. And given our prior history with Apple, we think it is entirely appropriate for Congress to lớn take a closer look at Apple’s business practices specific to lớn its entry inlớn this category. We welcome the opportunity to lớn discuss these issues further in front of Congress tomorrow.

Apple, in response, points out that its Find My network pre-dates Tile’s founding, & that Tile is able to lớn use Find My if it chooses. It also notes Tile has 90% market nói qua & Apple will need to sell a lot of AirTags khổng lồ catch up with that lead.

Apple’s statement reads, as follows:

We have sầu worked from the very beginning of iPhone to help protect the privacy of users’ location data, giving them transparency & control over how all apps may access and nội dung their location. Apple created Find My over a decade ago khổng lồ help users locate and manage lost devices in a private & secure way. Since then, we have sầu expanded Find My to lớn help users keep tabs on the other important things in their life — from sharing location with friends and family members, khổng lồ locating third-buổi tiệc nhỏ products lượt thích Van Moof bikes and Chipolo item finders. We have always embraced competition as the best way to lớn drive great experiences for our customers, và we have worked hard lớn build a platsize in iOS that enables third-party developers to lớn thrive.