Apple is officially launching a Tile-like item tracker that will work with the company’s software and services. Dubbed AirTag, the small circular tag will allow you to track items within Apple’s “Find My” app on iOS. Much like Tile, Apple’s AirTags will be useful for tracking items like keys or wallets, and you’ll be provided with notifications when you’re separated from your item.

Details about AirTags first appeared in copies of the iOS 13 beta nearly two years ago, and the AirTags name was also spotted in iOS 13.2. Apple accidentally confirmed the AirTags name in a deleted support video last year, too. Following the rumors, it has taken Apple a considerable amount of time to make AirTags a reality.

Apple will clearly be competing with Tile with its AirTags, but the location-tracking company has been attempting to embed its technology directly into Bluetooth chips in recent years. Tile has previously teamed up with Qualcomm, Dialog Semiconductor, Silicon Labs, and Toshiba to include Tile compatibility as an option on devices. Tile has also embedded its location-tracking network into gadgets from Boosted and Bose, and is prepping its own AirTags competitor that could let you find lost items through walls.

Apple will certainly face some competition from Tile’s broader reach here, but the deeper integration with iOS and iPhones will be a significant challenge for Tile and other competitors like Samsung’s $29.99 Galaxy SmartTags. Apple’s launch of AirTags comes nearly a year after Tile filed a complaint with the European Commission, accusing Apple of anti-competitive behavior. Tile argues that Apple’s iOS 13.5 update to Bluetooth settings has disadvantaged third-party tracking products in favor of Apple’s own Find My app that doesn’t include the same restrictions by default.

Apple has strenuously denied the allegations, and the company has even opened up its Find My app to third-party products recently. Devices will need to play by Apple’s Made for iPhone (MFi) accessory rules, so companies will need to apply to get certified and have their products tracked in the Find My app. Apple is also offering a chipset specification for third-parties to integrate with the Ultra-Wideband found in Apple’s latest iPhones.

Developing… we’re adding more to this post, but you can follow along with our Apple “Spring Loaded” live blog to get the news even faster.