Apple AirTag, is the new tracker technology that cleverly relies on the network of active iPhones, iPads and other devices to help you find your stuff, wherever you left it. Apple's Airtag is ingrained into the Apple ecosystem and lives in the Find My app. You can easily get directions to the tag, see its location on a map and even mark it as lost and eventually locate it.

Now that Apple's lost item finder AirTag has officially been introduced, competitor Tile is extremely critical of Apple's business practices, and specifically its entry in this lost item tracking category. Tile had successfully carved out a market for its Bluetooth-powered keychain dongles that allow consumers to find the lost items Tile attaches to like purses, luggage, keys, bikes, wallets and more. It also introduced the idea of a "finding network," where everyone with the Tile app installed on their phone could help to locate someone else's Tile, in the case that a lost item was out of Bluetooth range of its owner.

With AirTag, Apple is reproducing these capabilities, while also adding support for more precise ultra-wideband technology, integrating AirTaginto its first-party "Find My" app, and leveraging its larger iPhone install base to help find missing items. This presents significant competition to Tile, which is not only expected to face off with Apple's AirTag across Apple's own devices, but also share a portion of its subscription revenues from in-app purchases with Apple thanks to App Store policies.

Is Apple Airtag an innovative product? Considering that similar technology was already placed in the market by category leader Tile. Give reasons and justifications for your answers

Is Apple Airtag's entry into lost item tracking category a fair marketing practice? Considering that it is largely "reproducing" the capabilities earlier acquired by Tile (as claimed/accused by Tile). Give reasons and justifications for your answers

Where do you place Airtag in branding strategies? i.e., corporate branding (sub-branding, brand extension, line extension, co-branding), multi-product branding, private branding or mixed branding? Give reasons and justifications for your answer.

Where will you place Apple's Airtag in service continuum? Give reasons and justifications for your answer.