Apple Unveils Limited-Edition Year of the Snake AirTag in Japan

In an announcement that will likely leave Apple enthusiasts excited but also a bit disappointed, the tech giant has introduced a new limited-edition AirTag to celebrate the upcoming Year of the Snake in the Chinese zodiac. For those who might recall, Apple recently released a special-edition AirTag to commemorate the Japanese New Year in 2023. That release featured a charming, engraved image of a dragon, symbolizing the Year of the Dragon. Now, in preparation for the Year of the Snake, Apple has once again created a delightful, whimsical design featuring a winking serpent. The only problem? These exclusive AirTags are not available for purchase—at least not for everyone.

Much like the Year of the Dragon AirTag, which was a fan favorite and widely celebrated, the Year of the Snake edition is a special and limited release, making it a highly coveted collectible. But unlike standard AirTags, which can be found on the shelves of Apple stores around the world, this limited-edition version has a very specific catch: it’s only available in Japan, and only 50,000 units will be produced. That means that if you’re not in Japan, you’ll need to rely on a very specific set of circumstances to snag one.

Apple’s special-edition AirTags have become a part of the company’s long-standing tradition of offering collectible items for major cultural milestones. In this case, the 50,000 special-edition AirTags are part of the company’s New Year promotional campaign in Japan, a campaign which has already garnered plenty of attention. The promotional AirTag isn’t just about the collectible item itself, though—it’s part of a larger celebration that includes a range of other Apple product deals and exclusive offers available to Japanese consumers.

For those lucky enough to be in Japan, there’s more to this promotion than just the collectible AirTag. The campaign includes Apple gift cards in various denominations, which can be used to purchase an array of Apple products, from Beats earbuds to Apple Watches. But the highlight for many will be the chance to receive an AirTag featuring the winking snake design as a bonus gift with a new iPhone purchase.

The campaign includes several iPhone models, which will be bundled with gift cards of varying values. Consumers can choose from the iPhone 14, iPhone 14 Plus, iPhone 15, iPhone 15 Plus, and the iPhone SE. When purchasing one of these models, customers can receive a gift card worth up to ¥11,000 (around $74 USD), depending on the model chosen. Notably, the latest iPhone models—the iPhone 16 series—are not included in this particular promotion. As with previous years, the exclusive AirTags are only available to those who buy one of the eligible iPhones, and they will not be sold separately.

It’s worth noting that the Year of the Snake AirTag is not the first time Apple has released a zodiac-themed AirTag. This marks the fourth consecutive year in which the company has launched a special-edition AirTag for the Chinese New Year. The first of these came in 2022, when Apple introduced the Year of the Tiger AirTag. In 2023, they followed it up with the Year of the Rabbit design, and this year, the company featured a lively dragon design to celebrate the Year of the Dragon. Now, for 2025, it’s the snake’s turn to shine with its playful design.

Each of these AirTags has featured a distinct, minimalist Animoji-inspired aesthetic. The designs are simple enough to allow for easy engraving with a single color, yet they are full of character, bringing to life the spirit of the animal they represent. The adorable, winking snake design for 2025 is no different—it captures the fun and approachable spirit that these special-edition AirTags are known for, making them a desirable item for both Apple fans and collectors of unique memorabilia.

What’s particularly interesting about this year’s campaign is how it has evolved over time. The initial Year of the Tiger AirTag promotion, which debuted in January 2022, was limited to just 20,000 units and ran for only two days. In contrast, this year’s campaign is running for a longer period—from January 2nd to January 5th, giving consumers a little more time to take advantage of the offer. Additionally, the gift cards offered as part of the promotion are now worth more than they were in the campaign’s first year. In 2022, the gift cards were available for amounts ranging from ¥6,000 (around $38 USD) to ¥20,000 (about $127 USD), but this year, they range from ¥6,000 to ¥30,000 ($190 USD), depending on the product purchased. This means that the new offers are even more generous than before, adding extra value to the purchase of eligible Apple devices.

Despite the excitement, the promotion remains exclusive to Japan, meaning that consumers outside of the country are left to watch from the sidelines. The AirTags, iPhone models, and gift cards can only be obtained through Apple’s Japanese website or Apple stores in Japan. There’s no indication that Apple plans to expand the offer beyond Japan at this time, so international customers will have to rely on resellers if they want to get their hands on one of these rare, limited-edition AirTags.

As Apple continues to grow its presence in global markets, promotions like these are a reminder of the company’s commitment to celebrating cultural moments, even as it emphasizes the importance of its loyal fanbase in specific regions. The Year of the Snake AirTag, while undoubtedly an exclusive collectible, serves as a fun and festive way for Apple to engage with its customers in Japan, while also providing them with an opportunity to snag some fantastic tech products with added perks.

If you’re in Japan and in the market for a new iPhone, this limited-edition offer may be the perfect incentive to make the jump. However, for those of us outside the country, the Year of the Snake AirTag will remain a distant dream—one that can only be obtained with a little luck, a lot of planning, and perhaps a trip to Japan.