> [...] when you've denoted a tagged item as lost, any Apple device can read the information and you'll receive a notification when someone has found it. That's a clever way for Apple to take advantage of its enormous number of active devices, and give its tag a leg up over the competition.<p>The network effect is what will likely make this thing stand out from the competition. Exploiting the huge number of iPhones and iPads around is something startups like Tile were and will never able to do.