How popular isApple AirPods?
In September 2026, people searched for Apple AirPods by name about 246,000 times in Australia, a 22.4% increase from the previous year. These searches made up 60.7% of all Australia headphone brand searches, placing Apple AirPods first out of ten brands. When we asked both ChatGPT and Google AI Overviews about headphone brands, Apple AirPods appeared in all answers and was the third most recommended of the ten.
Apple AirPods is the most searched of 10 competitors and the third most recommended in AI answers.
Apple AirPodsShare of searches 60.7%Mentioned in 5 of 5 AI answersPlace in AI recommendations 3rd
SonyShare of searches 9.8%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
BoseShare of searches 9.7%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
JBLShare of searches 7.4%Mentioned in 1 of 5 AI answersPlace in AI recommendations –
BeatsShare of searches 6.7%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
Follow Apple AirPods and get free monthly updates on what changed
By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy
Top headphone brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Apple AirPods appeared in all five answers. Apple AirPods is the third most recommended of the ten.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Sony1st
- Bose2nd
- Apple AirPods3rd
Soundcore4th
Sennheiser5th- JBL–
- Beats–
Skullcandy–
Jabra–
Marshall–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Apple AirPods5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Sony5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Bose4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Soundcore3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Sennheiser2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- JBL1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Beats0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Skullcandy0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Jabra0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Marshall0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about headphone brands
5 answers
Asked ChatGPT
“What are the best noise cancelling headphones?”
Asked ChatGPT
“Which wireless earbuds should I buy in Australia?”
Asked ChatGPT
“Which headphones are best for travel?”
Searched Google, AI Overview
“noise cancelling headphones”
Searched Google, AI Overview
“best headphones”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in Australia on October 26, 2026.
Which headphone brands compete with Apple AirPods?
Share of searches by month for Apple AirPods, Sony, Bose, JBL, Beats. The figures are in the table below the chart.
View monthly share of searches table
| Month | Apple AirPods | Sony | Bose | JBL | Beats | Skullcandy | Jabra | Sennheiser | Marshall | Soundcore |
|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 60.2% | 9.7% | 9.6% | 9% | 4.4% | 2% | 1.6% | 2% | 1.1% | 0.39% |
| Nov 2025 | 61.4% | 9.9% | 9.8% | 8.5% | 4.5% | 1.7% | 1.3% | 1.7% | 0.9% | 0.33% |
| Dec 2025 | 63.5% | 10.3% | 8.3% | 8.3% | 3.8% | 1.7% | 1.1% | 1.7% | 0.93% | 0.34% |
| Jan 2026 | 62.6% | 10.1% | 8.7% | 8.7% | 3.8% | 1.7% | 1.4% | 1.7% | 0.9% | 0.5% |
| Feb 2026 | 59.7% | 10.4% | 9.5% | 8.9% | 4.4% | 2% | 1.6% | 2% | 1% | 0.58% |
| Mar 2026 | 62.2% | 10.4% | 8.1% | 8.7% | 3.7% | 2% | 1.4% | 2% | 0.9% | 0.59% |
| Apr 2026 | 60.4% | 10.1% | 9.6% | 9% | 3.6% | 2% | 1.6% | 2% | 1.1% | 0.59% |
| May 2026 | 61.4% | 10.3% | 9.3% | 8.5% | 3.7% | 2% | 1.3% | 1.6% | 1.1% | 0.73% |
| Jun 2026 | 60.7% | 10.2% | 9.7% | 9.1% | 3.7% | 2% | 1.3% | 1.6% | 1.1% | 0.57% |
| Jul 2026 | 60.4% | 10.1% | 9.6% | 9.1% | 3.6% | 2% | 1.3% | 2% | 1.3% | 0.57% |
| Aug 2026 | 61.6% | 9.9% | 9.3% | 8.6% | 3.7% | 2.5% | 1.4% | 1.4% | 1.1% | 0.6% |
| Sep 2026 | 60.7% | 9.8% | 9.7% | 7.4% | 6.7% | 2% | 1.1% | 1.1% | 0.89% | 0.71% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 60.7% | 246K | 0% | -1 points | |
| 2, held 2nd | 9.8% | 39.7K | 0% | -0.2 points | |
| 3, held 3rd | 9.7% | 39.2K | +5.9% | +0.4 points | |
| 4, held 4th | 7.4% | 30.2K | -12% | -1.1 points | |
| 5, held 5th | 6.7% | 27.1K | +83.1% | +3 points | |
| 6, held 6th | 2% | 8.1K | -18.2% | -0.5 points | |
| 7, held 7th | 1.1% | 4.4K | -18.5% | -0.3 points | |
| 8, held 8th | 1.1% | 4.4K | -18.5% | -0.3 points | |
| 9, held 9th | 0.89% | 3.6K | -18.2% | -0.2 points | |
| 10, held 10th | 0.71% | 2.9K | +20.8% | +0.1 points |
60.7%
Held 1st. 246K estimated branded searches, 0% vs prior month. Share -1 points.
2.
Sony9.8%
Held 2nd. 39.7K estimated branded searches, 0% vs prior month. Share -0.2 points.
3.
Bose9.7%
Held 3rd. 39.2K estimated branded searches, +5.9% vs prior month. Share +0.4 points.
4.
JBL7.4%
Held 4th. 30.2K estimated branded searches, -12% vs prior month. Share -1.1 points.
5.
Beats6.7%
Held 5th. 27.1K estimated branded searches, +83.1% vs prior month. Share +3 points.
2%
Held 6th. 8.1K estimated branded searches, -18.2% vs prior month. Share -0.5 points.
7.
Jabra1.1%
Held 7th. 4.4K estimated branded searches, -18.5% vs prior month. Share -0.3 points.
1.1%
Held 8th. 4.4K estimated branded searches, -18.5% vs prior month. Share -0.3 points.
9.
Marshall0.89%
Held 9th. 3.6K estimated branded searches, -18.2% vs prior month. Share -0.2 points.
10.
Soundcore0.71%
Held 10th. 2.9K estimated branded searches, +20.8% vs prior month. Share +0.1 points.
Compare popularity between Apple AirPods and its closest rivals
Every comparison with Apple AirPods
9 comparisons
How has branded search demand for Apple AirPods changed in Australia over the last 12 months?
2 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Apple AirPods in Australia rose from 201K to 246K.
- Across the 12 months ending September 2026, Apple AirPods’ share of searches among headphone brands in Australia peaked at 63.5% in December 2025 and was lowest at 59.7% in February 2026.
How did search popularity change for Australia headphone brands in September 2026?
6 changes
In September 2026, Beats gained share of searches among headphone brands in Australia, from 3.7% to 6.7%.
In September 2026, JBL lost share of searches among headphone brands in Australia, from 8.6% to 7.4%.
In September 2026, Apple AirPods lost share of searches among headphone brands in Australia, from 61.6% to 60.7%.
Estimated monthly branded searches for Soundcore in Australia rose 123.1% over 12 measured months, from 1.3K to 2.9K in September 2026.
Estimated monthly branded searches for Skullcandy in Australia rose 22.7% over 12 measured months, from 6.6K to 8.1K in September 2026.
Estimated monthly branded searches for Sony in Australia rose 22.2% over 12 measured months, from 32.5K to 39.7K in September 2026.
How are Apple AirPods’ branded searches counted?
1 search term
Brandwave collects information about searches that people make online using Apple AirPods’ name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.
- airpods
Who owns Apple AirPods?
Apple AirPods is owned by Apple. Brandwave also tracks Apple iPad, Apple iPhone, Apple MacBook, Apple TV 4K and Apple Watch, owned by the same company, in Australia.
Do you work for Apple AirPods? To request corrections or removal please contact us via our support page and we will be happy to assist.
Is Apple AirPods your brand?
Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.