Apple Watch vs Fitbit:Which is more popular?
In September 2026, Apple Watch had more branded searches than Fitbit among fitness watch brands worldwide. Apple Watch had about 8.2 million branded searches, while Fitbit had 1.3 million. Apple Watch made up 51.9% of all fitness watch brand searches we track, and Fitbit accounted for 8.4%. When we asked ChatGPT and Google AI Overviews about fitness watch brands, Apple Watch appeared in all five answers and Fitbit in three. Apple Watch was mentioned before Fitbit in four out of five answers.
Who do people search for more?
Apple Watch, about 6 searches for every 1 for Fitbit
Who does AI mention more?
Apple Watch, mentioned in every answer we collected
Who does AI recommend more?
Apple Watch, named ahead of Fitbit in 4 of 5 answers
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Top fitness watch brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Apple Watch appeared in all five answers. Fitbit was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Apple Watch was listed before Fitbit 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 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
Fitbit3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
COROS3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Polar2 of 5Named in 2 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
Withings0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about fitness watch brands
5 answers
Asked ChatGPT
“Which fitness watch brand should I buy?”
Asked ChatGPT
“What are the best fitness watch brands?”
Asked ChatGPT
“What's the best fitness watch brand for running and training?”
Searched Google, AI Overview
“best fitness watch”
Searched Google, AI Overview
“gps sports watch”
Brands are shown in the order each answer named them. The survey took place in the United States on October 19, 2026.
Is Apple Watch or Fitbit more popular in search?
This chart shows how often people search Google for Apple Watch and Fitbit by name. Each line represents a brand's share of searches for all seven fitness watch brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Apple Watch, Fitbit. The figures are in the table below the chart.
View monthly share of searches table
| Month | Apple Watch | Garmin | Fitbit | COROS | Amazfit | Withings | Polar |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 56.3% | 25% | 7.8% | 4.5% | 4.9% | 1.2% | 0.21% |
| Nov 2025 | 54.9% | 25.4% | 7.7% | 5.7% | 4.7% | 1.4% | 0.21% |
| Dec 2025 | 57.2% | 25.5% | 6.7% | 4.5% | 4.8% | 1.2% | 0.18% |
| Jan 2026 | 52.6% | 28.3% | 7.3% | 4.7% | 5.3% | 1.5% | 0.22% |
| Feb 2026 | 52.7% | 28.1% | 7.4% | 4.7% | 5.3% | 1.6% | 0.22% |
| Mar 2026 | 48.7% | 31.6% | 7% | 5.2% | 5.8% | 1.5% | 0.22% |
| Apr 2026 | 48.1% | 31.2% | 8.1% | 5.5% | 5.8% | 1.2% | 0.19% |
| May 2026 | 44.6% | 29.7% | 13.1% | 6.1% | 5.3% | 1.1% | 0.17% |
| Jun 2026 | 46.5% | 29.9% | 11.3% | 5.2% | 5.6% | 1.3% | 0.15% |
| Jul 2026 | 47.3% | 30.7% | 9.6% | 5.4% | 5.8% | 1.2% | 0.17% |
| Aug 2026 | 48.6% | 31.9% | 8% | 5.4% | 4.8% | 1.2% | 0.14% |
| Sep 2026 | 51.9% | 27.3% | 8.4% | 6.2% | 5% | 1% | 0.15% |
How has the Apple Watch and Fitbit comparison changed over the last 12 months?
3 findings
- Apple Watch was ahead of Fitbit in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Apple Watch’s share of searches among fitness watch brands worldwide moved from 56.3% to 51.9%, and its estimated monthly branded searches moved from 8M to 8.2M.
- Across the 12 months ending September 2026, Fitbit’s share of searches among fitness watch brands worldwide moved from 7.8% to 8.4%, and its estimated monthly branded searches moved from 1.1M to 1.3M.
How did search popularity change for fitness watch brands worldwide in September 2026?
2 changes
In September 2026, Apple Watch gained share of searches among fitness watch brands worldwide, from 48.6% to 51.9%.
Estimated monthly branded searches for Fitbit worldwide rose 18.4% over 12 measured months, from 1.1M to 1.3M in September 2026.
How are branded searches counted?
9 search terms
Brandwave collects information about searches that people make online using Apple Watch’s and Fitbit’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 Watch
2 branded search terms
- apple watch
- applewatch ultra
Fitbit
7 branded search terms
- fitbit
- fitbit charge
- fitbit fitness watch
- fitbit sense
- fitbit smartwatch
- fitbit versa
- smartwatch fitbit
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