--- title: "Apple Passwords: search popularity worldwide" description: "Apple Passwords is Apple’s password manager app. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/global-en/brands/apple-passwords" publisher: "Brandwave" --- # Apple Passwords: search popularity worldwide Apple Passwords is Apple’s password manager app. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Brand**: Apple Passwords - **Owned by**: Apple - **Market**: Global - **Measured month**: Sep 2026 - **Share of Search among password managers**: 1.2% ## Where the brand sits | Competitive set | Rank | Share of Search | Estimated monthly branded searches | | --- | --- | --- | --- | | Password managers | 7 | 1.2% | 36.7K | - [Password managers](/demand/global-en/categories/password-managers) ## 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. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Bitwarden | 1st | 3 of 3 | 2 of 2 | 5 of 5 | | 1Password | 2nd | 3 of 3 | 2 of 2 | 5 of 5 | | Proton Pass | 3rd | 3 of 3 | 2 of 2 | 5 of 5 | | Apple Passwords | 4th | 2 of 3 | 0 of 2 | 2 of 5 | | Keeper | 5th | 1 of 3 | 1 of 2 | 2 of 5 | | NordPass | 6th | 1 of 3 | 2 of 2 | 3 of 5 | | LastPass | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Dashlane | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about password managers - Asked ChatGPT "Which password manager should I use?": 1. Bitwarden, 2. 1Password, 3. Proton Pass - Asked ChatGPT "What are the best password managers?": 1. Bitwarden, 2. 1Password, 3. Proton Pass, 4. Apple Passwords, 5. Keeper, 6. NordPass - Asked ChatGPT "What's the best password manager for secure logins?": 1. Bitwarden, 2. 1Password, 3. Proton Pass, 4. Apple Passwords - Searched Google, AI Overview "password managers": 1. Bitwarden, 2. 1Password, 3. Proton Pass, 4. Keeper, 5. NordPass - Searched Google, AI Overview "password vault": 1. Bitwarden, 2. Proton Pass, 3. 1Password, 4. NordPass Not named in any answer: LastPass and Dashlane. Brands are listed in the order each answer named them. The answers were collected in the United States on October 21, 2026. ## How has branded search demand for Apple Passwords changed worldwide over the last 12 months? - 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? - 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. ## Historical estimated branded-search demand | Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Password managers | 37.5K | 1.6% | 7 | | Nov 2025 | Password managers | 36K | 1.4% | 7 | | Dec 2025 | Password managers | 36K | 1.6% | 7 | | Jan 2026 | Password managers | 36.7K | 1.5% | 7 | | Feb 2026 | Password managers | 30K | 1.3% | 7 | | Mar 2026 | Password managers | 36.7K | 1.5% | 7 | | Apr 2026 | Password managers | 30K | 1.2% | 8 | | May 2026 | Password managers | 36K | 1.5% | 7 | | Jun 2026 | Password managers | 37.5K | 1.5% | 7 | | Jul 2026 | Password managers | 37.5K | 1.6% | 7 | | Aug 2026 | Password managers | 36.7K | 1.5% | 7 | | Sep 2026 | Password managers | 36.7K | 1.2% | 7 | ## How are Apple Passwords’ branded searches counted? 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” ## Which password managers compete with Apple Passwords? - [Bitwarden](/demand/global-en/brands/bitwarden) - [1Password](/demand/global-en/brands/1password) - [LastPass](/demand/global-en/brands/lastpass): Head-to-head: /demand/global-en/compare/apple-passwords-vs-lastpass - [Dashlane](/demand/global-en/brands/dashlane): Head-to-head: /demand/global-en/compare/apple-passwords-vs-dashlane - [Proton Pass](/demand/global-en/brands/proton-pass): Head-to-head: /demand/global-en/compare/apple-passwords-vs-proton-pass - [NordPass](/demand/global-en/brands/nordpass): Head-to-head: /demand/global-en/compare/apple-passwords-vs-nordpass - [Keeper](/demand/global-en/brands/keeper): Head-to-head: /demand/global-en/compare/apple-passwords-vs-keeper ## 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. - [Apple](/demand/global-en/companies/apple): Owns 34 tracked brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### 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. ## Cite this page Brandwave. "Apple Passwords: search popularity worldwide". https://gobrandwave.com/demand/global-en/brands/apple-passwords This page is also available as HTML at https://gobrandwave.com/demand/global-en/brands/apple-passwords. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.