Apple has unveiled a special-edition AirTag for the upcoming Year of the Snake, following a similar tradition established in recent years. This limited-edition AirTag, capped at 50,000 units, features a charming engraved image of a winking snake, continuing Apple’s trend of incorporating playful Animoji-style designs into its commemorative products. This exclusive offering is available solely in Japan as part of a New Year promotional campaign running from January 2nd to 5th, 2025. It follows the Year of the Tiger, Rabbit, and Dragon AirTags, each released in the preceding years, and marks a consistent effort by Apple to engage with the cultural significance of the Lunar New Year in Japan.
The campaign goes beyond the special-edition AirTag, extending to a range of Apple products with accompanying gift cards. Customers purchasing select iPhones, including the iPhone 14, iPhone 14 Plus, iPhone 15, iPhone 15 Plus, and iPhone SE, will receive gift cards with values up to ¥11,000. Notably, the latest iPhone 16 models are excluded from this promotion. The first 50,000 customers to purchase one of these eligible iPhones will also receive the Year of the Snake AirTag, adding an extra incentive to the deal. This bundled approach, where the special AirTag is not sold separately, mirrors Apple’s strategy in previous years, creating a sense of exclusivity and collectability around these limited-edition items.
This year’s Year of the Snake AirTag design maintains the distinctive Animoji aesthetic seen in the previous years’ special edition tags. The simple, single-color engraving captures the essence of the animal in a charming and easily recognizable manner. The playful winking snake adds a touch of personality and whimsy, resonating with the celebratory spirit of the New Year. The Animoji style, with its clean lines and expressive features, proves remarkably effective for this type of product, allowing for a clear and impactful design despite the limitations of the small engraving space.
The evolution of this annual promotion is evident in the increased production numbers and extended duration of the offer. The Year of the Tiger AirTag in 2022 had a limited run of 20,000 units over just two days. The Year of the Snake promotion, with its 50,000 AirTags and four-day availability, suggests a growing interest in these special-edition items and Apple’s commitment to expanding this celebratory campaign. This expansion not only caters to increasing demand but also allows more customers to participate in the New Year festivities and acquire a unique piece of Apple memorabilia.
The promotional campaign also includes a wider range of Apple gift cards, with values from ¥6,000 (approximately $38 USD) up to ¥30,000 (approximately $190 USD) for select MacBook Air purchases. This signifies a substantial increase compared to the gift card values offered in the initial year of the promotion. The higher gift card amounts further incentivize purchases during the promotional period, providing attractive savings across a broader selection of Apple products. This tiered gift card system allows Apple to tailor its offerings to various budget levels and product categories, maximizing the appeal to a wider range of consumers.
As with the previous special edition AirTags, the Year of the Snake AirTag and associated promotions are exclusive to Japan. This regional focus aligns with Apple’s strategy of engaging with local cultural events and traditions, demonstrating a sensitivity to the Japanese market. The exclusivity of the offer not only creates a unique appeal for Japanese customers but also contributes to the collectability of these special edition AirTags, potentially increasing their value over time for enthusiasts and collectors worldwide. The availability through the Japanese Apple website and instore further reinforces this localized approach.
