By combining Apple technology with SITA’s global aviation infrastructure, the partnership helps airlines act earlier and gives travelers clearer visibility of their luggage during the busiest travel period of the year.

Passengers using an Apple AirTag or a Find My network accessory can use Share Item Location to temporarily and securely share their bag’s location with their airline through SITA WorldTracer.

This creates a direct link between the Find My location and airline recovery systems, an approach that has shown a clear impact in its first year.

SITA’s analysis shows that, while most bags are successfully returned to the passenger, a small percentage are never recovered and become ‘truly lost.’

For bags with an AirTag or Find My network accessory, the number of truly lost bags decreased by 90 percent when location sharing is enabled through WorldTracer.

This improvement gives passengers a far higher chance of being reunited with their bags and reduces costly write-offs for airlines.

“This year has shown the power of working together,” said Nicole Hogg, Portfolio Director, Baggage at SITA. “When consumer technology and aviation infrastructure are connected in the right way, the results can be transformative. Travelers feel more confident, airlines make better decisions earlier, and the entire recovery process becomes more predictable. This is exactly the kind of shared innovation that moves the industry forward.”

Airlines using Find My Share Item Location have also seen a 26 percent reduction in recovery time of delayed bags, meaning more are returned to passengers sooner.

Adoption continues to grow, with 29 airlines now using the Apple Find My integration in WorldTracer as part of their baggage recovery processes, with more airlines expected to adopt it in the coming months.

The latest SITA Baggage IT Insights report provides important context. Global mishandling rates remain low at 6.3 bags per thousand passengers, and 66 percent of mishandled bags are reunited with their owners within 48 hours thanks to better data sharing and automation. The Apple and SITA collaboration builds on this foundation by adding dynamically-updating, passenger-authorized location data to recovery workflows, supporting faster decisions and fewer unresolved cases.

This combined approach becomes even more valuable during holiday peaks when tight connections, winter weather, and heavy transfer volumes can put additional pressure on baggage systems.

By uniting consumer visibility and airline operations, the Apple and SITA collaboration creates a more connected, predictable experience for travelers at the moment they need it most.

“The first year of this collaboration is also telling us something important about the wider market,” added Hogg. “Airlines everywhere are looking for ways to manage rising passenger volumes without adding complexity. What we are seeing with Find My Share Item Location is that when passengers choose to share high-quality location data, airlines gain a level of clarity that was not available before. This is helping reduce lost baggage, speed up recovery, and support more resilient operations at a moment when the industry needs it most.”

WorldTracer is deployed at more than 2,800 airports and used by over 500 airlines and ground handlers worldwide.

With Apple’s Find My Share Item Location now integrated, the system connects aviation-grade infrastructure with secure consumer technology, helping deliver a smoother and more reliable baggage experience.

As global travel continues to grow, the first year of enabling Find My Share Item Location in SITA WorldTracer highlights how meaningful partnership can deliver results at scale, benefiting airlines, passengers, and the wider aviation ecosystem

Crafted with precision using 3D printing technology, the company’s rugged cases not only guarantee unparalleled protection for AirTags, but also support wildlife conservation.

With increased demand for AirTags in South Africa, Horizen has stepped up to address the pressing need for locally crafted, eco-friendly solutions.

Traditional options have fallen short, lacking the resilience and sustainability demanded by today’s consumers.

Calvin Terblanche, the founder underscores the company’s commitment to both functionality and ecological responsibility.

“Our vision was to provide a sustainable alternative that mirrors our dedication to the environment, wildlife, and local communities.”

These meticulously engineered cases are designed to endure the toughest outdoor conditions, ensuring the safety of belongings such as hiking gear, bicycles, and pets.

Each Horizen AirTag Case is meticulously crafted in South Africa, reducing carbon emissions associated with international shipping while bolstering the local economy.

Utilising recycled materials by repurposing failed 3D prints into filament, the company minimises waste and energy consumption, setting a new standard for sustainable production practices.

With every purchase, Horizen pledges 1% of proceeds to FreeMe Wildlife Rehabilitation Centre, supporting the care and rehabilitation of indigenous wildlife species.

It offers a diverse array of AirTag case options, including keyrings, bike mounts, and dog collar attachments, allowing users to customise their tracking solutions to suit their individual needs and preferences.

Customer testimonials underscore the superior quality and authenticity of Horizen’s products, epitomising African craftsmanship and innovation.

Beyond providing robust AirTag protection, the company urges consumers to contemplate the environmental implications of their purchases, advocating for transparency and responsible consumption.

“This launch marks a key moment in South Africa’s conservation efforts, echoing our ethos of innovation with integrity. We are committed to being eco-friendly and we aim to use 100% recycled materials by 2025,” he concludes.