Belkin’s first trackers come ready to attach to your gear.
What's happening
Belkin is launching its own line of tracking devices to compete in the item-finder market. The SureFind Loop Cable Tag includes a removable USB-C charging cable and works with both Apple's Find My network and other tracking systems.
Who's involved
Belkin International, an El Segundo-based consumer electronics company known for mobile accessories, chargers, and connectivity peripherals, is entering the tracker market after years of selling third-party attachment solutions for Apple's AirTags. Apple's AirTag, a Bluetooth-based tracking device launched earlier, uses a crowdsourced Find My network of approximately one billion devices worldwide to help locate lost items.
Why it matters
Belkin's move signals growing competition in the tracker market beyond Apple's dominance, offering consumers more options with integrated features like built-in charging cables. This diversification could reshape how people choose tracking solutions, particularly for users who prefer alternatives to Apple's ecosystem or want multi-platform compatibility.
The story
Belkin is entering the tracker market with its own line of tracking devices, moving beyond its established role as an accessory maker for Apple's ecosystem. The company's SureFind Loop Cable Tag represents a shift in strategy, combining tracking functionality with practical hardware—specifically, a removable USB-C charging cable that addresses a real user pain point. According to The Verge, the tracker works with either Apple's Find My or other competing platforms, giving users flexibility in which ecosystem they adopt.
For years, Belkin has built its reputation on producing mobile and computer connectivity devices, wireless chargers, power banks, charging cables, and various protective accessories for consumer and commercial use. The company capitalized on Apple's AirTag launch by creating attachment solutions—cases, loops, and mounts—that let users clip or secure the small tracking devices to keys, backpacks, and other gear. This accessory business proved lucrative as AirTags became ubiquitous, but it also positioned Belkin as dependent on Apple's product roadmap and design choices.
Now Belkin is betting on its own tracker hardware. The SureFind Loop Cable Tag's integrated USB-C cable is a notable design choice that differentiates it from competitors and speaks to a practical frustration: users often lose or forget to carry dedicated chargers. By bundling this functionality directly into the tracker's attachment mechanism, Belkin is targeting people who want a multi-use accessory rather than a single-purpose device.
The decision to make the tracker compatible with multiple platforms—both Apple's Find My network and other systems—also reflects a broader market reality. Apple's Find My network consists of approximately one billion devices worldwide that detect and anonymously report Bluetooth signals from AirTags and compatible devices. However, not all users are locked into Apple's ecosystem, and those on Android or other platforms have fewer native tracking options. By supporting multiple platforms, Belkin can reach a wider customer base than companies building exclusively around AirTag.
Belkin's entry into the tracker market comes at a time when the category has matured beyond Apple's initial offering. Other companies have also launched tracking devices, creating a competitive field where differentiation matters. For Belkin, leveraging its expertise in hardware design and power delivery—areas where it already produces chargers and cables—gives it credibility and a natural competitive advantage in creating trackers with practical add-on features.
The move also reflects changing consumer behavior around tracking technology. What started as a niche solution for finding lost keys has become mainstream, with users wanting to track everything from luggage to vehicles. Belkin's pivot from pure accessory maker to hardware manufacturer in this space positions the company to capture more value from this trend while reducing its reliance on Apple's product cycles.