Brandwave

Apple Watch vs Fitbit:Which is more popular?

In September 2026, Apple Watch had more branded searches than Fitbit among smartwatch and fitness tracker brands in Australia. Apple Watch had about 246,000 branded searches, while Fitbit had 60,500. Apple Watch made up 40.5% of all smartwatch and fitness tracker brand searches we track, and Fitbit accounted for 10%. When we asked ChatGPT and Google AI Overviews about smartwatch and fitness tracker brands, Apple Watch appeared in four of the five answers and Fitbit in two. Apple Watch was mentioned before Fitbit in four out of five answers.

Among smartwatch and fitness tracker brands in Australia in September 2026

Who do people search for more?

Apple Watch, about 4 searches for every 1 for Fitbit

Apple Watch 246K searchesFitbit 60.5K searches

Who does AI mention more?

Apple Watch, mentioned in 4 of 5 answers, Fitbit in 2

Apple Watch in 4 of 5Fitbit in 2 of 5

Who does AI recommend more?

Apple Watch, named ahead of Fitbit in 4 of 5 answers

Apple Watch first in 4Fitbit first in 1

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Top smartwatch and fitness tracker brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Apple Watch was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Fitbit was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Apple Watch was listed before Fitbit in four out of five answers.

Most recommended by AI

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

  1. Garmin1st
  2. Apple Watch2nd
  3. Samsung Galaxy Watch3rd
  4. Fitbit4th
  5. Amazfit5th
  6. Oura–
  7. WHOOP–
  8. COROS–
  9. Huawei–
  10. Polar–

Mentioned by AI

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

  • Garmin5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Apple Watch4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Samsung Galaxy Watch3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Fitbit2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Amazfit1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Oura0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • WHOOP0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • COROS0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Huawei0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Polar0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about smartwatch and fitness tracker 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.

Is Apple Watch or Fitbit more popular in search?

This chart shows how often people search Google for Apple Watch and Fitbit by name. Each line represents a brand's share of searches for all ten smartwatch and fitness tracker brands we track, month by month, from searches in Australia.

Apple Watch and Fitbit among smartwatch and fitness tracker brands in Australia, by month

Share of searches by month for Apple Watch, Fitbit. The figures are in the table below the chart.

View monthly share of searches table
MonthApple WatchOuraGarminFitbitSamsung Galaxy WatchWHOOPAmazfitCOROSHuaweiPolar
Oct 202549.9%12.3%15%10%7.5%2.5%1.1%0.59%0.89%0.26%
Nov 202549.8%14.9%14.9%8.2%7.5%2.5%0.89%0.39%0.73%0.26%
Dec 202548.5%17.8%14.5%8%6.3%2.9%0.87%0.32%0.71%0.17%
Jan 202641.7%18.6%15.3%10.2%6.6%4.6%1.4%0.49%0.75%0.27%
Feb 202644.5%16.4%16.4%9%7.1%4%1.2%0.53%0.8%0.22%
Mar 202642.8%19.3%15.8%8.6%6.8%3.9%1.2%0.62%0.77%0.21%
Apr 202641.1%22.5%15.1%8.3%6.2%3.7%1.3%0.74%0.74%0.27%
May 202639%21.3%14.3%11.7%6.2%4.3%1.3%0.7%0.85%0.25%
Jun 202637.6%25.2%13.8%11.3%6%3.4%1.2%0.54%0.67%0.19%
Jul 202637.9%25.4%13.9%9.3%7.4%3.4%1.2%0.55%0.68%0.17%
Aug 202636.7%24.6%16.4%9%6.7%4%0.98%0.66%0.66%0.15%
Sep 202640.5%22.2%14.9%10%6.1%3.7%1.1%0.72%0.72%0.16%

How has the Apple Watch and Fitbit comparison changed over the last 12 months?

3 findings

How did search popularity change for Australia smartwatch and fitness tracker brands in September 2026?

2 changes

  1. In September 2026, Apple Watch gained share of searches among smartwatch and fitness tracker brands in Australia, from 36.7% to 40.5%.

  2. In September 2026, Fitbit gained share of searches among smartwatch and fitness tracker brands in Australia, from 9% to 10%.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Apple Watch’s and Fitbit’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 Watch

1 branded search term

  • apple watch

Fitbit

1 branded search term

  • fitbit

How the Brand Demand Index is measured

Other head-to-heads among smartwatch and fitness tracker brands

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