How popular isApple Passwords?
In September 2026, people searched for Apple Passwords by name about 36,700 times worldwide, about the same as the previous year. These searches made up 1.2% of all global password manager searches, placing Apple Passwords seventh out of eight managers. When we asked both ChatGPT and Google AI Overviews about password managers, Apple Passwords appeared in two of the five answers and was the fourth most recommended of the eight.
Apple Passwords is the seventh most searched of 8 competitors and the fourth most recommended in AI answers.
BitwardenShare of searches 32.9%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
1PasswordShare of searches 27.2%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
LastPassShare of searches 18.2%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
DashlaneShare of searches 12.1%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
Apple PasswordsShare of searches 1.2%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
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Top password managers in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Apple Passwords 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 Passwords is the fourth most recommended of the eight.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Bitwarden1st
- 1Password2nd
Proton Pass3rd- Apple Passwords4th
Keeper5th
NordPass6th- LastPass–
- Dashlane–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Bitwarden5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- 1Password5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Proton Pass5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- NordPass3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Apple Passwords2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Keeper2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- LastPass0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Dashlane0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about password managers
5 answers
Asked ChatGPT
“Which password manager should I use?”
Asked ChatGPT
“What are the best password managers?”
Asked ChatGPT
“What's the best password manager for secure logins?”
Searched Google, AI Overview
“password managers”
Searched Google, AI Overview
“password vault”
Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.
Which password managers compete with Apple Passwords?
Share of searches by month for Bitwarden, 1Password, LastPass, Dashlane, Proton Pass, Apple Passwords. The figures are in the table below the chart.
View monthly share of searches table
| Month | Bitwarden | 1Password | LastPass | Dashlane | Proton Pass | NordPass | Apple Passwords | Keeper |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 34.5% | 23.2% | 19.6% | 8.4% | 5.7% | 5.7% | 1.6% | 1.4% |
| Nov 2025 | 32.9% | 22.2% | 24.6% | 8% | 5.4% | 4.4% | 1.4% | 1.1% |
| Dec 2025 | 35.7% | 24% | 20.9% | 7.1% | 4.8% | 4.8% | 1.6% | 1.2% |
| Jan 2026 | 32.7% | 26.9% | 19.9% | 8% | 5.4% | 4.4% | 1.5% | 1.3% |
| Feb 2026 | 35.1% | 23.6% | 21.3% | 7% | 5.8% | 4.7% | 1.3% | 1.2% |
| Mar 2026 | 33.2% | 27.4% | 18.8% | 6.7% | 6.7% | 4.4% | 1.5% | 1.4% |
| Apr 2026 | 33.6% | 27.6% | 19.1% | 6.7% | 6.7% | 3.7% | 1.2% | 1.4% |
| May 2026 | 33.6% | 27.6% | 19.1% | 6.7% | 6.7% | 3.7% | 1.5% | 1.1% |
| Jun 2026 | 33.6% | 27.6% | 18.8% | 8.2% | 5.5% | 3.7% | 1.5% | 1.1% |
| Jul 2026 | 35.2% | 29% | 16.1% | 5.8% | 7.1% | 3.9% | 1.6% | 1.4% |
| Aug 2026 | 33.2% | 27.4% | 18.4% | 8.1% | 6.7% | 3.7% | 1.5% | 1.1% |
| Sep 2026 | 32.9% | 27.2% | 18.2% | 12.1% | 5.4% | 2% | 1.2% | 0.91% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 32.9% | 1M | +21.5% | -0.3 points | |
| 2, held 2nd | 27.2% | 827K | +22.1% | -0.1 points | |
| 3, held 3rd | 18.2% | 552K | +21.1% | -0.2 points | |
| 4, held 4th | 12.1% | 368K | +83.1% | +4 points | |
| 5, held 5th | 5.4% | 165K | 0% | -1.2 points | |
| 6, held 6th | 2% | 60.5K | -33.1% | -1.7 points | |
| 7, held 7th | 1.2% | 36.7K | 0% | -0.3 points | |
| 8, held 8th | 0.91% | 27.6K | 0% | -0.2 points |
32.9%
Held 1st. 1M estimated branded searches, +21.5% vs prior month. Share -0.3 points.
27.2%
Held 2nd. 827K estimated branded searches, +22.1% vs prior month. Share -0.1 points.
3.
LastPass18.2%
Held 3rd. 552K estimated branded searches, +21.1% vs prior month. Share -0.2 points.
4.
Dashlane12.1%
Held 4th. 368K estimated branded searches, +83.1% vs prior month. Share +4 points.
5.4%
Held 5th. 165K estimated branded searches, 0% vs prior month. Share -1.2 points.
6.
NordPass2%
Held 6th. 60.5K estimated branded searches, -33.1% vs prior month. Share -1.7 points.
1.2%
Held 7th. 36.7K estimated branded searches, 0% vs prior month. Share -0.3 points.
8.
Keeper0.91%
Held 8th. 27.6K estimated branded searches, 0% vs prior month. Share -0.2 points.
Compare popularity between Apple Passwords and its closest rivals
Every comparison with Apple Passwords
7 comparisons
How has branded search demand for Apple Passwords changed worldwide over the last 12 months?
2 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Apple Passwords worldwide held steady, from 37.5K to 36.7K.
- Across the 12 months ending September 2026, Apple Passwords’ share of searches among password managers worldwide held steady, from 1.6% to 1.2%.
How did search popularity change for password managers worldwide in September 2026?
6 changes
In September 2026, Dashlane gained share of searches among password managers worldwide, from 8.1% to 12.1%.
In September 2026, NordPass lost share of searches among password managers worldwide, from 3.7% to 2%.
In September 2026, Proton Pass lost share of searches among password managers worldwide, from 6.7% to 5.4%.
Estimated monthly branded searches for 1Password worldwide rose 49.2% over 12 measured months, from 554K to 827K in September 2026.
Estimated monthly branded searches for Bitwarden worldwide rose 21.5% over 12 measured months, from 823K to 1M in September 2026.
Estimated monthly branded searches for LastPass worldwide rose 17.8% over 12 measured months, from 468K to 552K in September 2026.
How are Apple Passwords’ branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Apple Passwords’ name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.
- apple passwords
- apple passwords app
Who owns Apple Passwords?
Apple Passwords is owned by Apple. Brandwave also tracks Pixelmator, Apple AirPods, Apple AirPods Max, Apple AirTag, Apple Books, Apple iPad, Apple iPhone, Apple MacBook, Apple Maps, Apple Music, Apple Podcasts, Apple Podcasts Subscriptions, Apple Reminders, Apple TV 4K, Apple Vision Pro, Apple Watch, FaceTime, Final Cut Pro, Find My, GarageBand, 
iCloud, iMovie, iWork, Keynote, Logic Pro, Safari and 
Xcode Cloud, owned by the same company, worldwide.
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Is Apple Passwords your brand?
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