Google Rebrands ‘Find My Device’ Network as ‘Find Hub’ with Significant Enhancements
Google is refreshing its location-tracking service’s branding. The tech powerhouse has announced that the “Find My Device” network will now be called “Find Hub,” a strategy likely designed to differentiate it from Apple’s similarly named “Find My” service.
The rebranding was announced during The Android Show, a preview event centering on Android 16 leading up to Google I/O 2025. According to Google, Find Hub will enable users to track a range of items — including luggage, devices, and even people — with new features on the way, such as the capability to find lost bags when flying.
“Thanks to our partnerships, you’ll soon be able to effortlessly share the location of your Bluetooth tag with some of your favorite airlines early next year, making the recovery of lost luggage simple,” Google mentioned in a recent blog entry.
A significant enhancement to Find Hub is the incorporation of ultra-wideband (UWB) technology. Unlike conventional Bluetooth, UWB provides highly accurate location tracking over short distances, delivering turn-by-turn guidance to assist users in locating misplaced items. This is the same technology fueling Apple’s AirTags and Samsung’s SmartTags, which have been available since 2021.
Additionally, Google plans to launch new third-party Bluetooth trackers later this month that are UWB-compatible. Among the first to debut are Disney-themed trackers created in collaboration with Pixbee. These child-friendly trackers are anticipated to attract parents aiming to monitor their children in bustling environments like amusement parks.
Nevertheless, Android’s UWB support is still uneven across devices. While Apple offers nearly universal UWB compatibility throughout its product range (with the exception of the iPhone 16e), Android’s support remains more scattered. Google’s Pixel Pro series and Samsung’s Galaxy Pro models, including the new S25 Edge, come with UWB capabilities. Motorola’s Edge 50 and some Xiaomi devices also have UWB support, but choices are still limited.
In addition to UWB, Find Hub is broadening its features with satellite connectivity. This addition will enable users to stay in touch with friends and family even in remote locations lacking cellular coverage, further increasing the platform’s utility in off-the-grid situations.
With these enhancements, Google is establishing Find Hub as a more robust and flexible tracking solution — one that directly competes with Apple’s ecosystem while providing distinct features for Android users.