Apple’s new AirTag feature, “Share Item Location,” is set to revolutionize how airlines track lost luggage.
Launched as part of the iOS 18 update, this feature allows users to securely share the location of their AirTag with third parties, including airlines.
This development is poised to make finding and retrieving lost or delayed bags a far more efficient process, benefiting travelers who have long relied on AirTags to keep track of their checked baggage.
Initially, Apple’s AirTag helped travelers locate their bags through the Find My network. However, until now, travelers often faced frustration as they could see the location of their lost luggage on their devices, but airlines were unable or unwilling to act on this information.
The new Share Item Location feature solves this problem by enabling travelers to grant airlines direct access to the AirTag’s location.
As Apple integrates this technology with 15 major airlines worldwide, including Delta Air Lines and United Airlines, airlines will be able to track mishandled luggage with unprecedented accuracy.
How to Track Lost Luggage?
According to Apple, this new feature is a game-changer for managing lost items. Travelers can generate a secure link through the Find My app on iPhone, iPad, or Mac, sharing the AirTag’s live location with airline customer service.
The recipient can then view the location on an interactive map, updated in real-time, along with timestamps showing the most recent location. This functionality not only eases the recovery process but also adds a layer of transparency and accountability, making it simpler for both passengers and airline staff to locate missing baggage.
Airline customer service processes will be streamlined with the addition of Share Item Location. For instance, Delta Air Lines confirmed plans to incorporate this tool into its lost luggage procedures, allowing staff to view the location data directly as part of their service. With this added insight, airlines can react quickly, eliminating delays caused by miscommunication or lack of access to information. Although some major U.S. airlines like American Airlines and Southwest are yet to join, industry insiders are optimistic that more carriers will adopt the tool in the future.
A Relief for Travelers with Lost Bags
Apple’s latest update directly addresses a major pain point for travelers. Previously, passengers equipped with AirTags often knew more about the location of their bags than the airlines themselves but were powerless to retrieve them. Stories of travelers tracking their own missing suitcases to strange locations are widespread. For example, one traveler tracked a lost bag containing $5,000 worth of valuables to an airline employee’s residence, while another intercepted a vehicle carrying their bag while on vacation in Italy.
The new feature should empower airline employees to take immediate action, reducing the likelihood of such extreme measures by passengers. This shift could transform how the industry handles mishandled baggage, which remains a significant problem despite overall improvements. In fact, the Department of Transportation reported a 9% reduction in mishandled baggage by U.S. carriers from 2022 to 2023. Yet, roughly 270,000 bags are still lost, damaged, or delayed each month, a concerning statistic for frequent flyers.
Partnering with Industry Leaders
Apple’s reach extends beyond individual airlines. In collaboration with SITA, a company responsible for a global baggage-tracing system used by more than 500 airlines and 2,800 airports, Apple aims to integrate Share Item Location into an even broader network. By partnering with SITA, Apple is ensuring that its new feature benefits a wider range of airlines and airport ground services, creating a more cohesive approach to lost baggage recovery.
Apple’s list of participating airlines includes major carriers such as British Airways, Lufthansa, Singapore Airlines, and Turkish Airlines, which will all support Find My integration for baggage recovery. As this technology rolls out, travelers can expect a smoother experience at some of the busiest airports around the world, where missing luggage often causes considerable disruption.
Privacy and Control
To address privacy concerns, Apple designed the Share Item Location feature to give users full control over their data. The feature can be disabled once the item is returned, and it automatically expires after seven days if not deactivated manually. This security measure ensures that location sharing remains temporary and within the user’s control. Additionally, only the AirTag owner can authorize sharing, meaning travelers can feel confident that their data remains protected.
Apple’s Eddy Cue, Senior Vice President of Services, highlighted the importance of privacy in this update, saying, “With Share Item Location, we’re excited to give users a new way to easily and directly share this information with third parties, like airlines, all while protecting their privacy.”
As AirTags continue to grow in popularity, the ability to share location data securely with airlines represents a meaningful step forward for lost baggage recovery. With more airlines embracing this technology, travelers can look forward to a future where lost luggage is less of a travel nightmare and more of a manageable inconvenience.
What’s Next for Travelers?
With the iOS 18.2 update, Share Item Location is now available in public beta in many regions and is expected to launch widely in the coming months. iPhone XS and later models will support this feature, giving travelers a new tool for stress-free travel. As Apple’s network of partnered airlines expands, the future of lost luggage recovery looks increasingly promising.
For those who have experienced the anxiety of misplaced bags, this update is a welcome change. By allowing airlines to access real-time AirTag data, Apple is helping bridge the gap between travelers and airlines, making baggage recovery faster, easier, and more reliable.
Apple’s AirTag has proven to be a versatile and thoughtful gift as well, especially for those who travel frequently. If you’re looking for more gifting inspiration, check out our 10 New Year Gift Ideas for Employees & Colleagues for ideas that can bring convenience and ease to your team.
