Brandwave

How popular isApple iPad?

In September 2026, people searched for Apple iPad by name about 201,000 times in Australia, about the same as the previous year. These searches made up 67.2% of all Australia tablet brand searches, placing Apple iPad first out of seven brands. When we asked both ChatGPT and Google AI Overviews about tablet brands, Apple iPad appeared in all answers and was the second most recommended of the seven.

Search and AI answers in September 2026

Apple iPad is the most searched of 7 competitors and the second most recommended in AI answers.

  1. Apple iPadShare of searches 67.2%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  2. Samsung Galaxy TabShare of searches 16.2%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  3. Microsoft SurfaceShare of searches 8.1%Mentioned in 1 of 5 AI answersPlace in AI recommendations 4th
  4. Lenovo TabShare of searches 7.4%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
  5. XiaomiShare of searches 0.43%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

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Top tablet brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Apple iPad appeared in all five answers. Apple iPad is the second most recommended of the seven.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Samsung Galaxy Tab1st
  2. Apple iPad2nd
  3. Lenovo Tab3rd
  4. Microsoft Surface4th
  5. Amazon Fire Tablet5th
  6. Xiaomi–
  7. TCL–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Apple iPad5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Samsung Galaxy Tab4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Lenovo Tab2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Microsoft Surface1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Amazon Fire Tablet1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Xiaomi0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • TCL0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about tablet brands

5 answers

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 tablet brands compete with Apple iPad?

Apple iPad against tablet brands in Australia, by month

Share of searches by month for Apple iPad, Samsung Galaxy Tab, Microsoft Surface, Lenovo Tab. The figures are in the table below the chart.

View monthly share of searches table
MonthApple iPadSamsung Galaxy TabMicrosoft SurfaceLenovo TabXiaomiTCLAmazon Fire Tablet
Oct 202570.9%14%8.7%5.2%0.46%0.46%0.31%
Nov 202571.7%14.2%7.8%5.3%0.31%0.38%0.31%
Dec 202571.8%14.2%6.4%6.5%0.29%0.47%0.29%
Jan 202670.2%13.9%8.6%6.3%0.35%0.35%0.31%
Feb 202669.7%13.7%10.4%5.1%0.37%0.25%0.37%
Mar 202672.4%11.7%9.7%5.3%0.36%0.26%0.32%
Apr 202670.9%14%8.7%5.2%0.43%0.38%0.38%
May 202667.1%15.7%10.1%6%0.41%0.36%0.36%
Jun 202669.7%13.8%10.3%5.1%0.35%0.45%0.35%
Jul 202670.8%14%7.8%6.4%0.35%0.35%0.35%
Aug 202667.4%15.8%8.3%7.4%0.44%0.3%0.3%
Sep 202667.2%16.2%8.1%7.4%0.43%0.33%0.29%

  1. 1.Apple iPad

    67.2%

    Held 1st. 201K estimated branded searches, 0% vs prior month. Share -0.3 points.

  2. 2.Samsung Galaxy Tab

    16.2%

    Held 2nd. 48.6K estimated branded searches, +3.2% vs prior month. Share +0.4 points.

  3. 3.Microsoft Surface

    8.1%

    Held 3rd. 24.2K estimated branded searches, -2% vs prior month. Share -0.2 points.

  4. 4.Lenovo Tab

    7.4%

    Held 4th. 22.2K estimated branded searches, 0% vs prior month. Share 0 points.

  5. 5.Xiaomi

    0.43%

    Held 5th. 1.3K estimated branded searches, 0% vs prior month. Share 0 points.

  6. 6.TCL

    0.33%

    Moved from 7th to 6th. 1K estimated branded searches, +13.6% vs prior month. Share 0 points.

  7. 7.Amazon Fire Tablet

    0.29%

    Moved from 6th to 7th. 880 estimated branded searches, 0% vs prior month. Share 0 points.

Compare popularity between Apple iPad and its closest rivals

Every comparison with Apple iPad

6 comparisons

How has branded search demand for Apple iPad changed in Australia over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Apple iPad in Australia held steady at 201K.
  • Across the 12 months ending September 2026, Apple iPad’s share of searches among tablet brands in Australia decreased from 70.9% to 67.2%.
  • Across the 12 months ending September 2026, Apple iPad’s share of searches among tablet brands in Australia peaked at 72.4% in March 2026 and was lowest at 67.1% in May 2026.

How did search popularity change for Australia tablet brands in September 2026?

4 changes

  1. Samsung Galaxy Tab’s share of searches among tablet brands in Australia has gained ground for 3 months in a row, from 13.8% to 16.2% in September 2026.

  2. In September 2026, TCL rose from 7th to 6th among tablet brands in Australia.

  3. In September 2026, Amazon Fire Tablet fell from 6th to 7th among tablet brands in Australia.

  4. Estimated monthly branded searches for Lenovo Tab in Australia rose 50% over 12 measured months, from 14.8K to 22.2K in September 2026.

How are Apple iPad’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Apple iPad’s 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.

  • ipad

How the Brand Demand Index is measured

Who owns Apple iPad?

Apple iPad is owned by Apple. Brandwave also tracks Apple AirPods, Apple iPhone, Apple MacBook, Apple TV 4K and Apple Watch, owned by the same company, in Australia.

Do you work for Apple iPad? To request corrections or removal please contact us via our support page and we will be happy to assist.

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