How Apple & United are Transforming Airport Baggage Tracking
Lost luggage remains one of air travel's most frustrating challenges. Each year, millions of bags go astray in airports worldwide, leaving passengers to navigate complex tracking systems and lengthy queues at baggage service desks. While the airline industry has made progress in reducing mishandled baggage rates, the advent of consumer tracking devices like Apple's AirTag has shifted passenger expectations around luggage visibility.
United Airlines, the global air carrier which operates routes across North America and internationally, has announced that it has integrated Apple's Share Item Location feature for AirTag tracking devices into its mobile application, marking a shift in how airlines approach baggage tracking and bridging the gap between consumer technology and enterprise systems.
- 120,000 Apple devices deployed across United Airlines' operations network
- 99% of passenger bags reach their destination on the same flight as their owner
- 15 minutes average time saved during disruption events through automated rebooking assistance
The system operates through Apple's iOS 18.2 software update, which enables secure sharing of location data between passengers and airline staff. When bags do not arrive at their destination, United says passengers can file a delayed baggage report through its application and include a Share Item Location link generated through Apple’s Find My application.
The implementation forms part of United’s broader digital transformation programme, which has seen the carrier deploy 120,000 Apple devices across its operations. United reports that 99% of passenger bags reach their destination on the same flight as their owner.
United customer service teams leverage real-time location data
David Kinzelman, United's Chief Customer Officer, says: “For years, every customer has been able to track the journey of their bag through the United app as it is scanned on and off the plane, and previously, they didn't have a way to directly share their AirTag information with our baggage team.”
The system provides United’s customer service agents with an interactive map showing the location of tagged items. This map updates automatically when new locations are detected and displays the timestamp of the most recent update, enabling more efficient allocation of baggage handling resources.
For passenger privacy, the location sharing deactivates once bags are returned to customers. Passengers can stop sharing at any time, and the system automatically expires after seven days. The process uses end-to-end encryption, preventing access to location data by Apple or accessory manufacturers.
Digital infrastructure development drives operational efficiency
The AirTag integration builds upon United's existing digital infrastructure. The airline previously introduced Live Activities for iPhone, which displays flight information on the device’s Lock Screen and Dynamic Island interface without opening United’s application. This feature has processed millions of passenger interactions since its launch.
United's automated baggage drop system allows passengers to check bags through the application before reaching the airport. At Newark International Airport, passengers who opt into TSA PreCheck Touchless ID can use facial scanning technology for bag drop, reducing processing time to under one minute.
Enterprise AI implementation enhances weather communications
The carrier has implemented AI tools to provide passengers with radar maps explaining weather-related delays. The system sends specific messages to explain how weather conditions in different regions affect flight schedules, making United the first US carrier to provide this level of weather impact communication.
For years, every customer has been able to track the journey of their bag through the United app as it is scanned on and off the plane, and previously, they didn't have a way to directly share their AirTag information with our baggage team.
United’s digital systems now include automatic rebooking assistance during flight disruptions, delivered directly through the mobile application. The carrier reports this reduces passenger waiting time by approximately 15 minutes during disruption events.
The airline has also introduced Agent on Demand, a system enabling passengers to initiate video calls, text messages, or voice calls with customer service representatives through QR codes or the mobile application, reducing the need for physical queuing at airports.
Technical requirements and implementation
The Share Item Location feature requires iOS 18.2, iPadOS 18.2 or macOS 15.2. Passengers without the United mobile application receive text notifications containing tracking information and instructions for adding Share Item Location links for AirTag or Find My network accessories.
David Kinzelman says: “Now, Apple’s new Share Item Location feature will help customers travel with even more confidence, knowing they have another way to access to their bag’s precise location with AirTag or their Find My accessory of choice. They can easily and securely share that with us in the United app, and our team can use the location information to find the bag and get it reunited with its owner much more quickly.”
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