Apple AirPods vs Bose:Which is more popular?
In September 2026, Apple AirPods had more branded searches than Bose among headphone brands in Australia. Apple AirPods had about 246,000 branded searches, while Bose had 39,200. Apple AirPods made up 60.7% of all headphone brand searches we track, and Bose accounted for 9.7%. When we asked ChatGPT and Google AI Overviews about headphone brands, Apple AirPods appeared in all five answers and Bose in four. Bose was mentioned before Apple AirPods in three out of four answers.
Who do people search for more?
Apple AirPods, about 6 searches for every 1 for Bose
Who does AI mention more?
Apple AirPods, mentioned in every answer we collected
Who does AI recommend more?
Bose, named ahead of Apple AirPods in 3 of 4 answers
Follow Apple AirPods vs Bose 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. Bose was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Bose was listed before Apple AirPods in three out of four answers.
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.
Is Apple AirPods or Bose more popular in search?
This chart shows how often people search Google for Apple AirPods and Bose by name. Each line represents a brand's share of searches for all ten headphone brands we track, month by month, from searches in Australia.
Share of searches by month for Apple AirPods, Bose. 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% |
How has the Apple AirPods and Bose comparison changed over the last 12 months?
3 findings
- Apple AirPods was ahead of Bose in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Apple AirPods’ share of searches among headphone brands in Australia moved from 60.2% to 60.7%, and its estimated monthly branded searches moved from 201K to 246K.
- Across the 12 months ending September 2026, Bose’s share of searches among headphone brands in Australia moved from 9.6% to 9.7%, and its estimated monthly branded searches moved from 32.1K to 39.2K.
How did search popularity change for Australia headphone brands in September 2026?
2 changes
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 Bose in Australia rose 22.1% over 12 measured months, from 32.1K to 39.2K in September 2026.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using Apple AirPods’ and Bose’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Apple AirPods
1 branded search term
- airpods
Bose
2 branded search terms
- bose earbuds
- bose headphones
Other head-to-heads among headphone brands
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.