How popular isApple AirTag in search?
In September 2026, there were an estimated 301K branded searches for Apple AirTag worldwide which is down 18.2% over the last 12 months. Apple AirTag holds 6.2% estimated Share of Search among pet GPS tracker brands worldwide and is ranked 2nd of 4 competitors for search popularity. These are worldwide searches for English-language branded terms.
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Which pet GPS tracker brands compete with Apple AirTag?
Share of Search by month for Garmin, Apple AirTag, Tractive. The figures are in the table below the chart.
View monthly share of search table
| Month | Garmin | Apple AirTag | Tractive | Fi |
|---|---|---|---|---|
| Oct 2025 | 86.9% | 8.8% | 3.4% | 0.85% |
| Nov 2025 | 87.2% | 8.6% | 3.3% | 0.82% |
| Dec 2025 | 87.1% | 9% | 2.9% | 1% |
| Jan 2026 | 84.9% | 10.7% | 3.5% | 0.9% |
| Feb 2026 | 87.9% | 7.4% | 3.7% | 0.94% |
| Mar 2026 | 88% | 7.5% | 3.7% | 0.87% |
| Apr 2026 | 88.7% | 6.2% | 4.4% | 0.78% |
| May 2026 | 87.2% | 8.7% | 3.4% | 0.79% |
| Jun 2026 | 85.9% | 8.9% | 4.2% | 0.98% |
| Jul 2026 | 86% | 8.9% | 4.2% | 0.85% |
| Aug 2026 | 89% | 7.5% | 2.9% | 0.58% |
| Sep 2026 | 89.7% | 6.2% | 3.5% | 0.59% |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 89.7% | 4.4M | -18.5% | +0.6 points | |
| 2, held 2nd | 6.2% | 301K | -33.1% | -1.3 points | |
| 3, held 3rd | 3.5% | 172K | -0.92% | +0.7 points | |
| 4, held 4th | 0.59% | 28.7K | -18% | 0 points |
1.
Garmin89.7%
Held 1st. 4.4M estimated branded searches, -18.5% vs prior month. Share +0.6 points.
6.2%
Held 2nd. 301K estimated branded searches, -33.1% vs prior month. Share -1.3 points.
3.
Tractive3.5%
Held 3rd. 172K estimated branded searches, -0.92% vs prior month. Share +0.7 points.
4.
Fi0.59%
Held 4th. 28.7K estimated branded searches, -18% vs prior month. Share 0 points.
Compare search popularity between Apple AirTag and its closest rivals
Every comparison with Apple AirTag
3 comparisons
How has branded search demand for Apple AirTag changed worldwide over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Apple AirTag worldwide fell from 368K to 301K.
- Across the 12 months ending September 2026, Apple AirTag’s estimated Share of Search among pet GPS tracker brands worldwide decreased from 8.8% to 6.2%.
- Across the 12 months ending September 2026, Apple AirTag’s estimated Share of Search among pet GPS tracker brands worldwide peaked at 10.7% in January 2026 and was lowest at 6.2% in April 2026.
How did search popularity change for pet GPS tracker brands worldwide in September 2026?
4 changes
In September 2026, Tractive gained estimated Share of Search among pet GPS tracker brands worldwide, from 2.9% to 3.5%.
In September 2026, Garmin gained estimated Share of Search among pet GPS tracker brands worldwide, from 89% to 89.7%.
In September 2026, Apple AirTag lost estimated Share of Search among pet GPS tracker brands worldwide, from 7.5% to 6.2%.
Estimated monthly branded searches for Fi worldwide fell 18.6% over 12 measured months, from 35.3K to 28.7K in September 2026.
How is Apple AirTag measured?
Brandwave collects information about searches that people make online using Apple AirTag’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.
1 branded search term
- apple airtag
Who owns Apple AirTag?
Apple AirTag is owned by Apple. Brandwave also tracks Pixelmator, AirPods, Apple Maps, Apple Music, Apple Podcasts, Apple TV 4K, Apple Vision Pro, Apple Watch, Final Cut Pro, Find My, GarageBand, 
iCloud, Keynote, Logic Pro and Safari, owned by the same company, worldwide.
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Is Apple AirTag your brand?
Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.