Key Takeaways:
• JetBlue now supports Apple’s Share Item Location feature, enabling passengers to share AirTag location data for lost luggage recovery
• Travelers can generate a temporary tracking link in the Find My app and provide it via QR code at baggage claim or through staff assistance
• The feature is secure and privacy-conscious—the airline accesses location data only until the bag is reunited with its owner
JetBlue Adds Real-Time Bag Tracking with Apple AirTag Integration
JetBlue has added a powerful new tool to its baggage recovery process by integrating Apple’s Share Item Location feature into its operations. Passengers who include an AirTag—or any Find My-compatible tracker—in their luggage can now share the item’s location with JetBlue’s baggage team, helping the airline locate and return delayed or misplaced bags more efficiently.
Here’s how it works: using iOS 18.2 or later, travelers can generate a secure, temporary tracking link from the Find My app. That link is then provided to JetBlue—either scanned at baggage claim via QR code or shared through the baggage service desk. Once accessed, frontline staff can follow the tracking link to locate the missing bag within JetBlue’s facilities or contracted areas.
JetBlue emphasizes that this integration is temporary and controlled: the airline’s access to the AirTag’s location stops as soon as the bag is returned, and the customer retains full control over link sharing.
What This Means for Travelers
This update is part of a broader move by JetBlue to enhance its in-app baggage experience. Through its mobile app, passengers can now monitor their checked bags in near real time from check-in through arrival—upgrading from the older email-based notification system.
For travelers who value peace of mind, especially during delays or misrouting events, this integration adds a new layer of control. Rather than hoping for the best, passengers with AirTags can directly assist JetBlue in locating their bags.
The partnership aligns with what other airlines such as Delta, United, Swiss, American, Air Canada, Lufthansa, and Virgin Atlantic have already rolled out. Together with Apple, JetBlue joins a growing list of carriers using this technology to reduce lost-luggage stress for passengers.
Balancing Tech & Privacy
JetBlue highlights the privacy-first design of the system. The shared location link is temporary, access is restricted to trained baggage staff, and all sharing ceases once the passenger retrieves their luggage. This addresses common concerns about granting access to personal location data while maximizing utility in recovering missing items.
As travel rebounds and baggage-handling volumes increase, JetBlue—already among the top U.S. carriers for baggage performance—continues to invest in its so-called JetForward strategy. The initiative aims to enhance customer experience through digital tools like these.
Learn about the latest in IoT at AIOT World Expo, Feb 10-12, 2026 Fort Lauderdale, Florida.
Rich Tehrani serves as CEO of TMC and chairman of ITEXPO #TECHSUPERSHOW Feb 10-12, 2026 and is CEO of RT Advisors and is a Registered Representative (investment banker) with and offering securities through Four Points Capital Partners LLC (Four Points) (Member FINRA/SIPC). He handles capital/debt raises as well as M&A. RT Advisors is not owned by Four Points.
The above is not an endorsement or recommendation to buy/sell any security or sector mentioned. No companies mentioned above are current or past clients of RT Advisors.
The views and opinions expressed above are those of the participants. While believed to be reliable, the information has not been independently verified for accuracy. Any broad, general statements made herein are provided for context only and should not be construed as exhaustive or universally applicable.
Portions of this article may have been developed with the assistance of artificial intelligence, which may have contributed to ideation, content generation, factual review, or editing.
