. >> reporter: tile ceo nick evans says the company is aware of those concerns and has built in safeguards but declined to give specifics. >> it's really intended for objects that are left behind somewhere. the system inherently works better for that. plus we're actually building stuff into the app to prevent things like that but really you need to keep in mind that what we're actually able to do with tiles, what benefit that we're providing to everyone far outweighs anything that some people have concerns around. >> reporter: now, these concerns might be all for nothing if this device doesn't do well in the marketplace. but if it does, as many people expect it will, then it becomes more powerful. the more users, the more power it has. reporting live in silicon valley, len ramirez, kpix 5. >> really interesting device and applications. tile is expected to hit the market next year. it will cost about 20 bucks. >>> fire gutted an apartment complex this morning in redwood city after a while the roof giving in to the flames and caved. the rescue was so hectic, some tenants made daring escapes