Can ‘AirTag 2’ Track How Many Fans Tim Cook Just Lost? | One More Thing

Apple released a new second-generation AirTag with enhanced tracking capabilities and a louder speaker, while facing a public relations challenge regarding CEO Tim Cook's political engagement.

• Second-generation AirTag offers improved precision finding and a louder speaker, but is visually similar.

• Tim Cook's attendance at a White House event led to public backlash and calls for an Apple boycott.

• Apple launched Creator Studio, a new subscription service bundling professional creative and productivity software.

Apple introduced an updated AirTag featuring a new ultra wideband chip for improved precision finding and a louder ping, maintaining the same price and physical appearance as its predecessor. Simultaneously, CEO Tim Cook faced criticism and calls for an Apple boycott after attending a White House event shortly after a controversial incident, prompting a more subdued political statement from him compared to past stances. The company also expanded its subscription services with the new Apple Creator Studio, bundling professional film-making and audio tools.

New AirTag Features

• 00:00:48 The second-generation Apple AirTag maintains its $29 price and similar appearance, but includes a new ultra wideband chip for enhanced precision finding and an approximately 50% louder speaker for locating lost items. Precision finding now works from around 120-107 feet, a significant improvement over the old AirTag's 40 feet, and the device utilizes haptic, visual, and audio feedback through the Find My app, accessible with newer Apple Watch models.

AirTag Comparison & Utility

• 00:02:03 Despite the upgrades, the new AirTag is not considered a significant leap for users satisfied with the previous version, primarily offering enhanced precision tracking as its main selling point. Apple's strategy appears to focus on building out the 'Find My' network rather than diversifying AirTag form factors, with the device serving as a gateway to this ecosystem. Key improvements include a new resin material for the white shell, made of 85% recycled plastic, but it still lacks a built-in keyring hole or a credit card-shaped version.

Tim Cook's Political Stance

• 00:04:17 Apple CEO Tim Cook recently drew public criticism and calls for an Apple boycott for attending a White House event following a controversial shooting incident, sparking frustration over his perceived lack of a strong public condemnation. His subsequent statement to staff, describing it as a 'time for deescalation' and noting a 'good conversation' with the president, was seen as bland compared to his more passionate past remarks on privacy, immigration, or racism. This shift suggests Cook may be adopting a quieter approach to public politics, possibly to maintain business stability.

Apple's New Creator Studio

• 00:06:21 As part of its 50th anniversary year, Apple launched the Creator Studio, a new subscription service that bundles professional film-making and audio tools like Final Cut Pro with productivity apps such as Pages, Numbers, and Keynote. Priced at $13 a month or $129 a year (with a student/educator discount of $30 annually), this offering expands Apple's subscription business and directly challenges Adobe's Creative Cloud suite, providing subscribers with early access to new features and a one-month free trial.