Apple AirPods vs Marshall:Which is more popular?
In September 2026, Apple AirPods had more branded searches than Marshall among headphone brands in Australia. Apple AirPods had about 246,000 branded searches, while Marshall had 3,600. Apple AirPods made up 60.7% of all headphone brand searches we track, and Marshall accounted for 0.89%. When we asked ChatGPT and Google AI Overviews about headphone brands, Apple AirPods appeared in all five answers and Marshall in none.
Who do people search for more?
Apple AirPods, about 68 searches for every 1 for Marshall
Who does AI mention more?
Apple AirPods, mentioned in every answer we collected
Who does AI recommend more?
Apple AirPods, the only one of the two named
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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. Marshall did not appear in any of the five 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 Marshall more popular in search?
This chart shows how often people search Google for Apple AirPods and Marshall 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, Marshall. 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 Marshall comparison changed over the last 12 months?
3 findings
- Apple AirPods was ahead of Marshall 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, Marshall’s share of searches among headphone brands in Australia moved from 1.1% to 0.89%, and its estimated monthly branded searches held steady at 3.6K.
How did search popularity change for Australia headphone brands in September 2026?
1 change
In September 2026, Apple AirPods lost share of searches among headphone brands in Australia, from 61.6% to 60.7%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Apple AirPods’ and Marshall’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
Marshall
1 branded search term
- marshall headphones
Other head-to-heads among headphone brands
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