Apple iPad vs Microsoft Surface:Which is more popular?
In September 2026, Apple iPad had more branded searches than Microsoft Surface among tablet brands in Australia. Apple iPad had about 201,000 branded searches, while Microsoft Surface had 24,200. Apple iPad made up 67.2% of all tablet brand searches we track, and Microsoft Surface accounted for 8.1%. When we asked ChatGPT and Google AI Overviews about tablet brands, Apple iPad appeared in all five answers and Microsoft Surface in one. Apple iPad was mentioned before Microsoft Surface in four out of five answers.
Who do people search for more?
Apple iPad, about 8 searches for every 1 for Microsoft Surface
Who does AI mention more?
Apple iPad, mentioned in every answer we collected
Who does AI recommend more?
Apple iPad, named ahead of Microsoft Surface in 4 of 5 answers
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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. Microsoft Surface was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Apple iPad was listed before Microsoft Surface in four out of five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
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
Asked ChatGPT
“What's the best tablet to buy in Australia?”
Asked ChatGPT
“Which tablet is best for study?”
Asked ChatGPT
“What's the best cheap tablet for kids?”
Searched Google, AI Overview
“tablet”
Searched Google, AI Overview
“best tablet”
Brands are shown in the order each answer named them. The survey took place in Australia on October 26, 2026.
Is Apple iPad or Microsoft Surface more popular in search?
This chart shows how often people search Google for Apple iPad and Microsoft Surface by name. Each line represents a brand's share of searches for all seven tablet brands we track, month by month, from searches in Australia.
Share of searches by month for Apple iPad, Microsoft Surface. The figures are in the table below the chart.
View monthly share of searches table
| Month | Apple iPad | Samsung Galaxy Tab | Microsoft Surface | Lenovo Tab | Xiaomi | TCL | Amazon Fire Tablet |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 70.9% | 14% | 8.7% | 5.2% | 0.46% | 0.46% | 0.31% |
| Nov 2025 | 71.7% | 14.2% | 7.8% | 5.3% | 0.31% | 0.38% | 0.31% |
| Dec 2025 | 71.8% | 14.2% | 6.4% | 6.5% | 0.29% | 0.47% | 0.29% |
| Jan 2026 | 70.2% | 13.9% | 8.6% | 6.3% | 0.35% | 0.35% | 0.31% |
| Feb 2026 | 69.7% | 13.7% | 10.4% | 5.1% | 0.37% | 0.25% | 0.37% |
| Mar 2026 | 72.4% | 11.7% | 9.7% | 5.3% | 0.36% | 0.26% | 0.32% |
| Apr 2026 | 70.9% | 14% | 8.7% | 5.2% | 0.43% | 0.38% | 0.38% |
| May 2026 | 67.1% | 15.7% | 10.1% | 6% | 0.41% | 0.36% | 0.36% |
| Jun 2026 | 69.7% | 13.8% | 10.3% | 5.1% | 0.35% | 0.45% | 0.35% |
| Jul 2026 | 70.8% | 14% | 7.8% | 6.4% | 0.35% | 0.35% | 0.35% |
| Aug 2026 | 67.4% | 15.8% | 8.3% | 7.4% | 0.44% | 0.3% | 0.3% |
| Sep 2026 | 67.2% | 16.2% | 8.1% | 7.4% | 0.43% | 0.33% | 0.29% |
How has the Apple iPad and Microsoft Surface comparison changed over the last 12 months?
3 findings
- Apple iPad was ahead of Microsoft Surface in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Apple iPad’s share of searches among tablet brands in Australia moved from 70.9% to 67.2%, and its estimated monthly branded searches held steady at 201K.
- Across the 12 months ending September 2026, Microsoft Surface’s share of searches among tablet brands in Australia moved from 8.7% to 8.1%, and its estimated monthly branded searches moved from 24.7K to 24.2K.
How did search popularity change for Australia tablet brands in September 2026?
0 changes
Neither Apple iPad nor Microsoft Surface moved beyond provider rounding among tablet brands in September 2026.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using Apple iPad’s and Microsoft Surface’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 iPad
1 branded search term
- ipad
Microsoft Surface
2 branded search terms
- microsoft surface
- surface pro
Other head-to-heads among tablet brands
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