It was a simple launch from Apple.

But there are several theories circulating around it already.

Air tags currently have one function. To locate missing things.

Attach them to any object and you won't lose them

It's a beacon that radiates and lets you know exactly where they are.

So, if it's under a cushion, left on the backseat of a car or well just about anywhere, it's supposed to help you find everything from car keys to purses.

 The theory is that Air Tags will be the essential point for AR applications in future.

Wired writes about how tying digital information to physical objects is an important step for how AR will be deployed by future iPhones.

And Apple is building the ecosystem.

AR is not going to happen in one step but a series of mini-steps and each one of those will have to provide customers with additional value.

Otherwise, it won't be purchased.

The darker theory is that it will be used to track spouses.

By dropping them into purses

Apple, however, says that users will get warnings when they're being tracked by other iPhones.

Use and misuse seems to move in lockstep.

Close your eyes and hear the world

As I write, I'm listening to the sounds around me.

Paying closer attention to the layers

Birdsong erupts from trees.

A whipsaw grates from a construction site close by.

The whoosh of the spinning fan in the room. The background accompaniment of everyday living.

A wheelbarrow rumbles across interlocked tiles.

Snatches of words drift upwards as evening walkers go on their rounds.

The distant traffic sounds on the road mesh into one.

The intensity varies by direction and volume.

The staccato hammering of a drill mixed with birdsong.

The leaves whispering as hundreds of them sway in the gentle breeze.

The TV plays out in another room. A smattering of applause from crowds and the jingle during an ad break.

Canned laughter slips in like punctuation.

The wheelbarrow returns, this time moving in the opposite direction.

An autorickshaw without a silencer is on the main road hundreds of meters away and I can still hear it.

The click of a switch as a light is turned on.

And while I tune in and out, the keyboard keys play their own understated rhythm.

Soundscapes are less explored than landscapes.

Amplify it and you'll be amazed at how much more awareness you develop.

How do you handle annoyances?

One of the early viral protests against a brand was by a musician named Dave Carrol  in 2008

His $3500 guitar was broken by careless baggage handling

When he tried to get compensation from the airline, their response was a shrug

He should have carried it along with him on the flight

So Dave Carroll got back at the brand in the best way possible

He made a music video titled 'United breaks guitars'

And it went viral, naturally. Everyone loves a rant that's smartly done. Sung as a breezy 'country music' number, it has over 20 million views now

United had no choice but to compensate him. The guitar brand also jumped in and gave him a replacement.

Recently, saw 'Hathway? No way!

A Twitter rant about getting spammed by the call center.

It seems to be garnering sympathy. And people are coming up with their own Hathway stories.

Plus, the effort involved in stopping daily calls.

One of them went as far as to dial a senior executive everyday

How far would you go?

Every week, I'll plant a few ideas in your mind on branding, behavior and markets. Triggers for your thoughts. Spread the word to your friends. All you have to do is click the link and enter an email address.

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