Apple is expanding the tracking functionality of AirTags and Find My option for devices so that owners will soon be able to share location information via a live link with airlines to aid in finding lost luggage.
1. Sharable location
Apple has introduced Share Item Location, a new iOS feature that helps users locate and recover misplaced items by easily and securely sharing the location of an AirTag or Find My network accessory with third parties such as airlines. The feature is now available in most regions worldwide as part of the public beta of iOS 18.2, which will soon be available to all users as a free software update for iPhone Xs and later.
Share Item Location is built on the Find My network, a crowdsourced network of over one billion Apple devices that use Bluetooth wireless technology to detect missing devices or items nearby, and report their approximate location back to the owner. The entire process is end-to-end encrypted and anonymous, so no one else, not even Apple or Find My Network accessory manufacturers, can view a device’s location or information.
“Find My is an essential tool for users around the world to keep track of and find their belongings,” said Eddy Cue, Apple’s senior vice president of Services. “The Find My network and AirTag have proven to be a powerful combination for users while travelling, providing invaluable location information when bags have been misplaced or mishandled. With Share Item Location, we’re excited to give users a new way to easily share this information directly with third parties like airlines, all while protecting their privacy.”
Users can generate a Share Item Location link in the Find My app on their iPhone, iPad or Mac. Recipients of a link will be able to view a website that shows a location of the item on an interactive map. The website will automatically update when a new location is available and will show a timestamp of the most recent update. The shared location will be disabled as soon as a user is reunited with their item, can be stopped by the owner at any time, and will automatically expire after seven days.
2. Partnering with airlines
In the coming months, more than 15 airlines serving millions of people globally — including Aer Lingus, Air Canada, Air New Zealand, Austrian Airlines, British Airways, Brussels Airlines, Delta Air Lines, Eurowings, Iberia, KLM Royal Dutch Airlines, Lufthansa, Qantas, Singapore Airlines, Swiss International Air Lines, Turkish Airlines, United, Virgin Atlantic, and Vueling — will begin accepting Find My item locations as part of their customer service process for locating mishandled or delayed bags. More airlines will be added over time.
Apple has worked directly with partner airlines to put systems in place to privately and securely accept Share Item Location, leveraging the hundreds of thousands of Apple devices many airlines are already using. Access to each link will be limited to a small number of people, and recipients will be required to authenticate in order to view the link through either their Apple Account or partner email address.
Additionally, SITA, a leader in air transport technology, will build support for Share Item Location into WorldTracer, the baggage-tracing system used by over 500 airlines and ground handlers at more than 2,800 airports around the world.
“As the leading industry provider for end-to-end baggage management solutions, and with global passenger traffic set to double by 2040, airports and airlines worldwide will face important challenges. This collaboration with Apple will make it easy for airlines that use our industry-leading WorldTracer solution to implement Share Item Location for more efficient baggage management, and will be a huge benefit for passengers,” said Nicole Hogg, SITA’s director of Baggage. “We look forward to seeing this feature adopted across the industry to complement existing tracking tools.”
3. Help welcomed
United Airlines’ Chief Customer Officer, David Kinzelman, said that many customers already use AirTags in their checked luggage and this feature will enhance their ability to securely share location information with the airline. Kinzelman added that the initiative would improve customer service efficiency and provide passengers with added peace of mind, with plans to launch at select airports initially and expand systemwide by early 2025.
Delta Air Lines’ Senior Vice President Erik Snell emphasized how this “cutting-edge solution” will provide their team with better visibility to reunite lost items with their owners. He noted that while over 99% of checked baggage reaches its destination without issue, this new feature will address the stress caused by rare mishandling incidents and allow for more efficient recovery processes.
Similarly, Annalisa Gigante, Head of Innovation at IAG, the parent company of British Airways, stated that adopting Find My item locations will bring peace of mind to customers travelling with AirTags. She emphasized IAG’s commitment to testing innovative solutions and incorporating this feature into their lost baggage systems later this year.
