According to The Verge, Google has confirmed that precise ultra-wideband (UWB) tracking for Android-compatible trackers is only enabled on the Pro models of the Pixel 8 and above, despite the Pixel 6 Pro and Pixel 7 Pro both having the necessary UWB hardware. The company introduced UWB support with the Pixel 6 Pro in 2021 but has not explained why older Pro models cannot use the precise tracking feature. The limitation is documented on a Google support page that lists only a handful of compatible Android phones, including Samsung’s Galaxy S21 Plus and Ultra models and some Motorola Edge and Razr devices. Currently, the only available UWB-capable tracker compatible with Google’s Find Hub network is Motorola’s $29 Moto Tag, which gained UWB precision finding through a firmware update earlier this year, while Samsung’s SmartTag Plus has been discontinued. This hardware limitation raises significant questions about Google’s approach to feature deployment across its product lineup.
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The Hardware-Software Disconnect
What makes this situation particularly puzzling is that UWB capability requires specific physical hardware components that cannot be added via software updates. The fact that Pixel 6 Pro and Pixel 7 Pro contain the necessary UWB radios but cannot access the precise tracking functionality suggests this is an artificial limitation rather than a technical constraint. This creates a concerning precedent where hardware capabilities can be selectively disabled through software, potentially shortening the functional lifespan of devices that consumers paid premium prices for. The situation becomes even more confusing when considering that Google’s own support documentation acknowledges the limited device compatibility without explaining the reasoning behind these restrictions.
Android’s Ecosystem Fragmentation Deepens
This UWB limitation highlights a broader challenge facing the Android ecosystem: the fragmentation of advanced features across different manufacturers and device tiers. While Apple’s UWB implementation works consistently across multiple generations of iPhones and AirTags, Android’s approach appears disjointed. Google’s decision to restrict features to newer Pro models creates a confusing landscape for consumers and accessory manufacturers alike. When companies like Motorola invest in developing UWB-compatible trackers, they face a limited addressable market that’s further constrained by arbitrary software restrictions. This fragmentation undermines Android’s ability to compete with Apple’s tightly integrated ecosystem, where features typically work across multiple device generations once the hardware is present.
Strategic Implications for Google’s Hardware Business
From a business perspective, this move appears to be a calculated strategy to drive upgrades to newer Pixel models, but it may backfire by eroding consumer trust in the Pixel brand’s long-term value. Consumers who invested in premium Pixel Pro devices expecting cutting-edge features may feel betrayed when those capabilities are artificially restricted. This approach contrasts with Google’s typical software-focused philosophy, where features often trickle down to older devices. The timing is particularly problematic given the limited availability of UWB trackers in the Android ecosystem—with only Motorola’s Moto Tag currently available—which makes the feature restriction feel even more arbitrary. If Google wants to position Pixel as a premium competitor to iPhone, it needs to demonstrate better long-term support for its hardware investments.
Consumer Trust and Planned Obsolescence Concerns
The most damaging aspect of this revelation is how it feeds into consumer concerns about planned obsolescence. When companies deliberately disable hardware capabilities in older devices, it creates skepticism about the true lifespan of technology investments. For a company like Google that positions itself as consumer-friendly compared to Apple’s walled garden, this type of artificial limitation undermines that positioning. The situation becomes especially problematic when considering the environmental impact of premature device upgrades. If consumers feel compelled to upgrade devices not because their hardware is obsolete, but because software restrictions make them functionally obsolete, it contradicts the sustainability claims many tech companies now emphasize.
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Market Outlook and Competitive Positioning
The UWB tracker market for Android faces significant challenges beyond Google’s device restrictions. With Samsung discontinuing its SmartTag Plus and only Motorola currently offering a compatible tracker, the ecosystem lacks the critical mass needed to compete effectively with Apple’s AirTag ecosystem. This creates a chicken-and-egg problem where consumers hesitate to buy UWB trackers due to limited device compatibility, while manufacturers hesitate to produce them due to limited market size. For Android to compete in the wireless tracking space, Google needs to either expand compatibility to all UWB-capable devices or be transparent about its long-term roadmap for the technology. Without clearer communication and broader support, Android’s UWB ecosystem risks remaining a niche feature rather than becoming the mainstream utility it has the potential to be.
