United Airlines has become the first carrier to embrace Apple’s Share Item Location feature, setting a new standard for baggage recovery. The innovative tool, part of Apple’s iOS 18.2, enables travellers to securely share the real-time location of AirTags or Find My network accessories directly with United’s support team, promising quicker and more efficient reunions with misplaced luggage.
Revolutionising Baggage Tracking
As the pioneer airline in adopting this feature, United offers a seamless process for passengers to generate a location-sharing link via the Find My app. This link, when added to a delayed baggage report through the United app, allows customer service agents to view the location of a lost bag on an interactive map, complete with real-time updates.
David Kinzelman, United’s Chief Customer Officer, stated, “Apple’s new Share Item Location feature will help customers travel with even more confidence. They can securely share their AirTag information, enabling our team to quickly reunite them with their bags.”
A Growing List of Participants
While United leads the charge, 13 other airlines have already joined the initiative, including:
- Delta Air Lines
- British Airways
- Lufthansa
- Air Canada
- Air New Zealand
- Turkish Airlines
- Aer Lingus
- Austrian Airlines
- Brussels Airlines
- Swiss
- Eurowings
- Iberia Airlines
Each of these carriers is integrating the feature into their systems, expanding its reach and impact across the travel industry.
Overcoming Historical Limitations
United’s early adoption not only underscores its commitment to innovation but also addresses a longstanding gap in luggage tracking solutions. Previous efforts, such as British Airways’ Tag, a proprietary E-Ink luggage tag introduced in 2013, were restricted to BA flights, limiting their usability for multi-carrier journeys. Similarly, Hong Kong International Airport’s MyTag, reliant on a closed ecosystem, faced challenges in interoperability and geographical limitations.
Apple’s Find My network resolves these issues by offering universal compatibility across over a billion devices worldwide. This open system empowers both airlines and passengers, ensuring a scalable and reliable solution.
Privacy and Security First
Apple has built robust privacy protections into the Share Item Location feature:
- Location sharing automatically stops once the bag is found or after seven days.
- Users can manually disable sharing at any time.
- All data is end-to-end encrypted and anonymous, ensuring no unauthorised access to location information.
The Industry Impact
The integration of Apple’s Share Item Location feature is a transformative step for airlines, marking a shift toward customer-centric, technology-driven solutions. While United takes the lead, the rapid adoption by other carriers suggests this approach could become an industry norm.
The use of a universally accessible platform like Apple’s Find My network not only improves efficiency but also sets a precedent for collaboration between airlines and tech giants. As more carriers follow United’s example, passengers can expect a future of fewer lost luggage headaches and more seamless travel experiences.
United’s leadership in this space positions it as a trailblazer in baggage innovation, reinforcing its commitment to delivering a better overall travel experience. This move is not just a win for travellers but a call to action for the entire industry to evolve and meet modern customer expectations.