Australian startup July has integrated Apple AirTags directly into its luggage, a feature enabled by a partnership with Apple and Google. This innovation allows users to track their suitcases through both Apple's Find My and Google's Find Hub networks. July plans to incorporate this tracking technology into its entire product line. The company's cofounder, Athan Didaskalou, believes integrated trackers will soon be standard in all luggage. He emphasizes the importance of continuous innovation in the competitive luggage market. The roller suitcase, with its telescoping handle, has been a standard feature since the late 1980s, evolving with TSA locks and phone chargers over time. The global luggage market is substantial, with brands often differentiating through aesthetics due to similar functionalities. July, known for its sleek designs in the Asia Pacific region, aims to stand out by fundamentally rethinking suitcase design. They previously experimented with a trunk-style opening for deeper packing. The seamless integration of AirTags addresses the inconvenience of users having to manually insert and manage separate trackers. July’s designers meticulously engineered the AirTag's placement and accessibility, patenting certain aspects of the design. Didaskalou anticipates other luggage brands will follow suit, but expects widespread adoption to take about a year. He is particularly proud that July has beaten industry giants like Samsonite in introducing this new feature.