other devices could set off the alert, including AirPods. When Ms. Torres posted a video about her experience to YouTube, a dozen people commented about it happening to them. “The number of reports makes me think there must be some sort of glitch that is causing all these people to experience this,” Ms. Torres said. “I hope they’re not all being stalked.”

posted a video of her ordeal on TikTok, which went viral.

“Apple probably released this product with the intent to do good, but this shows that the technology can be used for good and bad purposes,” Ms. Estrada said.

Ms. Estrada said she was told by a Los Angeles police dispatcher that her situation was a nonemergency and that if she wanted to file a report she’d have to bring the device with her to the station in the morning. She didn’t want to wait and disposed of it after taking several photos.

A spokesperson for the Los Angeles police told The Times that the department had not heard of cases in which an AirTag had been used to track a person or a vehicle. But Ms. Estrada said that after she posted her TikTok video, an Apple employee, acting on their own, contacted her. The employee was able to connect the AirTag to a woman whose address was in Central Los Angeles.

Another woman was notified by her iPhone that she was being tracked by an “unknown accessory” after leaving her gym in November. When she got home, she called the police.

pushed an update to AirTags to cause them to start beeping within a day of being away from their linked devices, down from three days. Still, “they don’t beep very loudly,” Ms. Galperin said.

A person who doesn’t own an iPhone might have a harder time detecting an unwanted AirTag. AirTags aren’t compatible with Android smartphones. Earlier this month, Apple released an Android app that can scan for AirTags — but you have to be vigilant enough to download it and proactively use it.

Apple declined to say if it was working with Google on technology that would allow Android phones to automatically detect its trackers.

People who said they have been tracked have called Apple’s safeguards insufficient. Ms. Estrada said she was notified four hours after her phone first noticed the rogue gadget. Others said it took days before they were made aware of an unknown AirTag. According to Apple, the timing of the alerts can vary depending on the iPhone’s operating system and location settings.

The devices’ inconsistencies have caused confusion for people who weren’t necessarily being tracked nefariously. Mary Ford, a 17-year-old high school student from Cary, N.C., received a notification in late October that she was being tracked by an unknown AirTag after driving to an appointment. She panicked as she searched her car.

Ms. Ford only realized it wasn’t a threat when her mother revealed she had put the tracker in the vehicle about two weeks earlier to follow her daughter’s whereabouts.

“I was nervous about Mary being out and not being able to find her,” said her mother, Wendy Ford. She said she hadn’t intended to keep the knowledge of the AirTag from her daughter, “but if I knew she would have been notified, I probably would have told her.”

Jahna Maramba rented a vehicle from the car-sharing service Turo last month in Los Angeles, then received a notification about an unknown AirTag near her on a Saturday night with her girlfriends.

She took the vehicle to her friend’s parking garage where she searched the outside of the car for an hour before its owner notified her that he had placed the device inside the vehicle. Ms. Maramba had been driving the car for two days.

A spokesperson for Turo said in a statement that the company has no control over the technology car owners use on the vehicles they rent out.

“Imagine finding out via a notification that you’re being tracked,” Ms. Maramba said. “And you can’t do anything about it.”

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Red Ventures, the Biggest Digital Media Company You’ve Never Heard Of

The marketing of financial products promises far higher profit margins than the online “affiliate” businesses that underlie websites like The New York Times’s Wirecutter. While a publisher recommending a gadget on Amazon might earn a single-digit percentage of a shopper’s purchase, the “bounties” paid to Red Ventures for directing a consumer to a Chase Visa Sapphire Reserve credit card or an American Express Rose Gold card can range from $300 to $900 per card.

The arrival of Red Ventures’ executives hasn’t always gone over well among the journalists who find themselves working under Mr. Elias. Journalists, like members of a medieval guild (the guild hall is Twitter), tend to be more connected to the folkways of their profession than to any corporate culture, and some roll their eyes at Red Ventures’ rah-rah retreats, which feature fireworks and song. More troublingly, some reporters at The Points Guy, which also covers the travel industry in general (it has been a comprehensive source for information on where vaccinated Americans can travel), have complained that the new owners have eroded the already rickety wall between the site’s service journalism and the credit card sales that fund it.

Red Ventures is “all about profit maximization,” said JT Genter, who left the site more than a year ago. He and other Points Guy writers said they hadn’t been pushed to publish stories they found dubious — indeed, the site has occasionally offered carefully critical coverage of Chase and American Express, its dominant business partners. But he noted that Points Guy journalists are required to attend regular business meetings detailing how much money the site makes from credit card sales, which some take as a tacit suggestion to put their thumbs on the scale.

Mr. Elias said Red Ventures has a “nonnegotiable line” concerning the editorial independence of its sites, adding that he has given his cell number to CNET employees and instructed them to call him if they ever face pressure from the business side.

“I told them, ‘There’s a red line,’ and they’re like, ‘OK, we’ll see,’” he said.

Red Ventures’ roots in marketing, its investment in tech aimed at selling you something and its almost-accidental move into trying to provide readers with trusted, even journalistic, advice have made for an odd amalgam. And the company’s Silicon Valley style extends only so far. Most employees don’t receive equity in the company, and lunch isn’t free, just subsidized.

The company does offer a maxim-happy workplace, though, with inspirational slogans printed on the walls of its atrium in cheery fonts. The one I heard executives refer to most was “Everything Is Written in Pencil,” a motto that makes sense for a company that has changed almost entirely from its marketing origins to become a leading purveyor of service journalism. And its executives seem to have absorbed the idea that they are selling trust, even if they don’t put it in the language of journalism professors.

“Brand and trust are at the core of everything that we do,” said Courtney Jeffus, the president of the company’s financial services division, which includes Bankrate. “If you lose brand trust, then you don’t have a business.”

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