Tile, Apple’s direct product competition, makes a more mature product with more sizes and more market share. Apple is probably going to do what it’s done a number of times before: Arrive on the scene with an “okay” product and completely decimate the competition. With tight integration into iOS, name recognition, pent-up demand for Apple-branded newness, and just an Apple high right now, expect AirTags to be a winner. Tile is going to have more features, call Apple anti-competitive, team up with others while fighting the good fight.