This year could be the biggest year for Google since the launch of the brand-defining Google Pixel 6.

The company is squaring up to Apple, creating phones, laptops, and smartwatches that are (in theory) equal to anything Apple makes.

However, Apple has tuned its ecosystem perfectly over the years, and Google has a lot of catching up to do.

That's why I'm excited for Google to launch its most unnecessary accessory yet, the .

The Pixel Tag is finally coming

But is it too late?

Among all the rumors regarding Pixel Glow, Gemini Intelligence, and the Pixel 11 lineup, a surprising leak emerged courtesy of 9to5Google.

While just an image for now, the idea of a Pixel Tag prompted a loud "Finally!" from yours truly. It's the accessory I've been waiting for since Google revamped the Find My network, and I can't wait.

Find Hub-compatible trackers are nothing new. Samsung, Motorola, Chipolo, and Tile have produced excellent trackers for a variety of devices and purposes.

Out of all of these, it's that ticked all the right boxes. Stylish and versatile, with Ultra Wideband support (UWB) and Fast Pair support, it's the equal of the AirTag.

Let's also not forget about the excellent Find Hub network. I recently used it to track down a pair of errant Pixel Buds Pro 2, and I couldn't have been more impressed with my experience.

If the rumors are true, Google's Pixel Tag will launch in the kind of conditions that give me a fizzy feeling down below.

A packed field of competitors. Fantastic software. A wider context of dueling corporations. The Pixel Tag is more than just a new tracking device; it could define New Google.

The Pixel Tag is pointless for consumers, but crucial for Google

We already have an extensive range of Find Hub-compatible trackers to choose from

Unless Google surprises us with something no journalist writing about the Pixel Tag has thought of yet, I cannot think of a practical reason I would buy one.

I currently use Tile's trackers, and I love them. Specifically, I love the card tracker that I can slot into my wallet, but see alongside the tracker I attached to my keys.

However, it isn't integrated with Google's Find Hub network, and the lack of UWB support can be frustrating at times. But in the six years I've been using Tile trackers, I've never failed to track down my keys or wallet.

However, if I decided to ditch Tile, the Moto Tag would be the next choice. Apart from a wallet-sized tracker, it offers everything I need, plus more.

I cannot think of how Google could improve upon the Moto Tag, but I don't think that's the point.

Google is aiming to create an ecosystem equivalent to Apple's, where the brand is all that matters.

It doesn't matter if the Pixel Tag is worse than the Moto Tag

Google needs to build out its product lineup

For years, Apple has provided a brilliant service. Buy any Apple product, and it will work with other Apple products. Compatibility is baked into the ecosystem from the ground up.

Google is trying to replicate that, and to do that, it needs to offer everything an Android user could need. That means phones, smartwatches, earbuds, tablets, smart home devices, and trackers.

I don't think the Pixel Tag will be "better" than the Moto Tag in any substantial way. But it will build the Pixel brand, and that's all that it needs to do.

I own a Pixel phone, and if the Moto Tag and Pixel Tag are equally good, I'll go with the latter. I have enough experience with Pixel accessories to know that they work great together, so why take a chance?

That's what Google is betting on. Not that consumers are looking for the superior product, but the most convenient one.

Will I buy a Pixel Tag? Maybe

Tracking my keys on the Find My network is the best reason for me to replace my aging Tiles with a Pixel Tag. But there are more factors at play.

For example, part of the Moto Tag's appeal is that it's compatible with existing AirTag accessories. However, the pill-shaped design shown in the leaked image throws the appeal of existing compatibility out the window.

And there's the price. The Moto Tag and AirTag retail for $30 for a single tracker, so Google could make a compelling argument by selling the Pixel Tag for $25.

We're likely to see the Pixel Tag shown off in full alongside the Pixel 11 lineup at Made by Google on August 12. We might also see more details of the , rounding out Google's Pixel ecosystem at last.