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Tile CEO CJ Prober tells Bloomberg that Apple has it at a disadvantage over AirTag

Airtag Tile Competition Hero
Airtag Tile Competition Hero (Image credit: Joe Keller / iMore)

What you need to know

  • Tile CEO CJ Prober has been talking to Bloomberg about Apple's advantages over its products.
  • Apple recently released AirTag to compete with Tile trackers.

As Epic Games goes to court with Apple over App Store antitrust issues, Tile CEO CJ Prober spoke with Bloomberg's Emily Chang about the case and, more specifically, Tile's stance on AirTag and Apple's advantages over his company.

With AirTag now available to buy and obviously a competitor to Tile's products, Prober was in fighting mood when talking about the way Apple has hindered his company's work. He noted that Apple's changes to iOS have made it more difficult for users to set up Tile products, while AirTag features an instant and seamless pairing experience. He also suggested that Apple's launch of the Find My app and network was part of a shift in its relationship with Tile, despite the company's trackers having been sold in Apple Stores for years.

Apparently keen to make sure he provided a soundbite or two, Prober managed to fit "runaway monopoly train" into discussions when talking about Apple's status as a $2 trillion company and its recent earnings call, seemingly suggesting that making money means you're a monopoly.

When asked whether AirTag was impacting Tile sales, Prober correctly pointed out that Apple's trackers have only been on sale for a matter of days and that it's too early to tell. He did reassure everyone that Tile is uniquely placed to compete with Apple, however, saying that its products don't require accessories to be used among other things.

Despite the arrival of AirTag, Tile still makes some of the best Bluetooth trackers you can buy and that is unlikely to change. But for now, all eyes are on the Epic situation to see how that pans out – presumably before Tile has its day in court.

Oliver Haslam
Oliver Haslam

Oliver Haslam has written about Apple and the wider technology business for more than a decade with bylines on How-To Geek, PC Mag, iDownloadBlog, and many more. He has also been published in print for Macworld, including cover stories. At iMore, Oliver is involved in daily news coverage and, not being short of opinions, has been known to 'explain' those thoughts in more detail, too.

Having grown up using PCs and spending far too much money on graphics card and flashy RAM, Oliver switched to the Mac with a G5 iMac and hasn't looked back. Since then he's seen the growth of the smartphone world, backed by iPhone, and new product categories come and go. Current expertise includes iOS, macOS, streaming services, and pretty much anything that has a battery or plugs into a wall. Oliver also covers mobile gaming for iMore, with Apple Arcade a particular focus. He's been gaming since the Atari 2600 days and still struggles to comprehend the fact he can play console quality titles on his pocket computer.