After years of rumors, Apple finally unveiled AirTags at its ‘Spring Loaded’ event on Tuesday. Fast Company looked at how privacy sits at the heart of the new product.

“When it came to designing our own product, we thought carefully about how to get this right in a way that no one else in the industry’s ever done before,” says Kaiann Drance, Apple’s VP of worldwide iPhone product marketing. I spoke to her and Ron Huang, the company’s senior director of sensing and connectivity, about Apple’s newest, tiniest gadget. “You’ll see that we designed for the privacy of AirTag owners and nonowners, as well as making these benefits opened up to third-party products as well.” And from a privacy standpoint, that’s what’s really remarkable about the AirTag: Apple isn’t just thinking about the privacy of AirTag owners themselves, or even solely about users in Apple’s ecosystem. The company designed the AirTag with the privacy of everyone in mind—yes, even Android users and people who have never owned an Apple product.