It’s amazing that in an era in which tech giants erode privacy in the name of money with little semblance of morals, Apple positioned itself as the champion of privacy and shifted its business model around that. The details on how this feature is implemented in a way that preserves user privacy is amazing.

If the rumors of a Tile-style tag prove true... and you add that they will be implemented securely and privately as described... and you add that over a billion Apple devices around the world will help locating them... you have a pretty compelling thing going on. I will be buying a bunch.