How popular isApple Watch?
In September 2026, people searched for Apple Watch by name about 8.2 million times worldwide, about the same as the previous year. These searches made up 48.1% of all global fitness tracker brand searches, placing Apple Watch first out of eight brands. When we asked both ChatGPT and Google AI Overviews about fitness tracker brands, Apple Watch appeared in all answers and was the third most recommended of the eight.
Apple Watch is the most searched of 8 competitors and the third most recommended in AI answers.
Apple WatchShare of searches 48.1%Mentioned in 5 of 5 AI answersPlace in AI recommendations 3rd
GarminShare of searches 19.7%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
WHOOPShare of searches 14.8%Mentioned in 1 of 5 AI answersPlace in AI recommendations 6th
FitbitShare of searches 7.2%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
AmazfitShare of searches 4%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
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Top fitness tracker brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Apple Watch appeared in all five answers. Apple Watch is the third most recommended of the eight.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Fitbit1st
- Garmin2nd
- Apple Watch3rd
Samsung Galaxy Watch4th
Oura5th- WHOOP6th
- Amazfit–
Polar–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Apple Watch5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Garmin5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Fitbit5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Samsung Galaxy Watch3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Oura3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- WHOOP1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Amazfit0 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 fitness tracker brands
5 answers
Asked ChatGPT
“Which fitness tracker brand should I buy?”
Asked ChatGPT
“What are the best fitness tracker brands?”
Asked ChatGPT
“What's the best fitness tracker brand for everyday activity?”
Searched Google, AI Overview
“best fitness tracker”
Searched Google, AI Overview
“sleep tracker watch”
Brands are shown in the order each answer named them. The survey took place in the United States on October 19, 2026.
Which fitness tracker brands compete with Apple Watch?
Share of searches by month for Apple Watch, Garmin, WHOOP, Fitbit, Amazfit, Samsung Galaxy Watch, Oura. The figures are in the table below the chart.
View monthly share of searches table
| Month | Apple Watch | Garmin | WHOOP | Fitbit | Amazfit | Samsung Galaxy Watch | Oura | Polar |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 53.4% | 18.2% | 11.6% | 6.7% | 3.7% | 4.4% | 2% | <0.01% |
| Nov 2025 | 54.4% | 18.8% | 9.9% | 6.9% | 3.8% | 4.1% | 2.1% | <0.01% |
| Dec 2025 | 55.3% | 19.1% | 10.1% | 5.7% | 3.8% | 4.2% | 1.7% | <0.01% |
| Jan 2026 | 49.6% | 20.7% | 13.4% | 6.2% | 4.2% | 4.1% | 1.9% | <0.01% |
| Feb 2026 | 50% | 20.8% | 13.1% | 6.3% | 4.2% | 3.7% | 1.9% | <0.01% |
| Mar 2026 | 45.5% | 23.2% | 14.6% | 5.7% | 4.7% | 4.2% | 2.1% | <0.01% |
| Apr 2026 | 45.3% | 23.1% | 14.7% | 6.9% | 4.6% | 3.8% | 1.7% | <0.01% |
| May 2026 | 41.5% | 20.9% | 16% | 11.4% | 4.2% | 4.2% | 1.9% | <0.01% |
| Jun 2026 | 43.3% | 21.8% | 14% | 9.7% | 4.4% | 4.3% | 2.4% | <0.01% |
| Jul 2026 | 41.8% | 21.3% | 16.3% | 7.8% | 4.3% | 6.6% | 1.9% | <0.01% |
| Aug 2026 | 45.4% | 23.1% | 14.4% | 6.9% | 3.8% | 4.6% | 1.7% | <0.01% |
| Sep 2026 | 48.1% | 19.7% | 14.8% | 7.2% | 4% | 3.5% | 2.7% | <0.01% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 48.1% | 8.2M | +1.5% | +2.6 points | |
| 2, held 2nd | 19.7% | 3.4M | -18.1% | -3.4 points | |
| 3, held 3rd | 14.8% | 2.5M | -0.98% | +0.5 points | |
| 4, held 4th | 7.2% | 1.2M | 0% | +0.3 points | |
| 5, moved from 6th to 5th | 4% | 673K | 0% | +0.2 pointsmoved from 6th to 5th | |
| 6, moved from 5th to 6th | 3.5% | 602K | -26.4% | -1.1 pointsmoved from 5th to 6th | |
| 7, held 7th | 2.7% | 450K | +49.5% | +0.9 points | |
| 8, held 8th | <0.01% | 880 | 0% | 0 points |
48.1%
Held 1st. 8.2M estimated branded searches, +1.5% vs prior month. Share +2.6 points.
2.
Garmin19.7%
Held 2nd. 3.4M estimated branded searches, -18.1% vs prior month. Share -3.4 points.
3.
WHOOP14.8%
Held 3rd. 2.5M estimated branded searches, -0.98% vs prior month. Share +0.5 points.
4.
Fitbit7.2%
Held 4th. 1.2M estimated branded searches, 0% vs prior month. Share +0.3 points.
5.
Amazfit4%
Moved from 6th to 5th. 673K estimated branded searches, 0% vs prior month. Share +0.2 points.
3.5%
Moved from 5th to 6th. 602K estimated branded searches, -26.4% vs prior month. Share -1.1 points.
7.
Oura2.7%
Held 7th. 450K estimated branded searches, +49.5% vs prior month. Share +0.9 points.
8.
Polar<0.01%
Held 8th. 880 estimated branded searches, 0% vs prior month. Share 0 points.
Compare popularity between Apple Watch and its closest rivals
Every comparison with Apple Watch
10 comparisons
How has branded search demand for Apple Watch changed worldwide over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Apple Watch worldwide held steady, from 8M to 8.2M.
- Across the 12 months ending September 2026, Apple Watch’s share of searches among fitness tracker brands worldwide decreased from 53.4% to 48.1%.
- Across the 12 months ending September 2026, Apple Watch’s share of searches among fitness tracker brands worldwide peaked at 55.3% in December 2025 and was lowest at 41.5% in May 2026.
How did search popularity change for fitness tracker brands worldwide in September 2026?
6 changes
In September 2026, Apple Watch gained share of searches among fitness tracker brands worldwide, from 45.4% to 48.1%.
In September 2026, Oura gained share of searches among fitness tracker brands worldwide, from 1.7% to 2.7%.
In September 2026, Garmin lost share of searches among fitness tracker brands worldwide, from 23.1% to 19.7%.
In September 2026, Samsung Galaxy Watch lost share of searches among fitness tracker brands worldwide, from 4.6% to 3.5%.
In September 2026, Amazfit rose from 6th to 5th among fitness tracker brands worldwide.
Estimated monthly branded searches for WHOOP worldwide rose 44.1% over 12 measured months, from 1.7M to 2.5M in September 2026.
How are Apple Watch’s branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Apple Watch’s 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 watch
- applewatch ultra
Who owns Apple Watch?
Apple Watch 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 Passwords, Apple Podcasts, Apple Podcasts Subscriptions, Apple Reminders, Apple TV 4K, Apple Vision Pro, FaceTime, Final Cut Pro, Find My, GarageBand, 
iCloud, iMovie, iWork, Keynote, Logic Pro, Safari and 
Xcode Cloud, owned by the same company, worldwide.
Do you work for Apple Watch? To request corrections or removal please contact us via our support page and we will be happy to assist.
Where does Apple Watch compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Fitness tracker brands | 1st of 8 | 48.1% | Shown above |
| Fitness watch brands | 1st of 7 | 51.9% | Show ranking |
| Smartwatch brands | 1st of 5 | 55.8% | Show ranking |
Is Apple Watch 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.