Apple iPad vs Microsoft Surface:Which is searched more?
In September 2026, Apple iPad had more branded searches than Microsoft Surface among tablet brands worldwide. Apple iPad was estimated to have 10M branded searches compared to Microsoft Surface’s 368K, and held a 62.8% Share of Search versus Microsoft Surface’s 2.3%. These are worldwide searches for English-language branded terms.
Follow Apple iPad vs Microsoft Surface and get free monthly updates on what changed
By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy
Which is more popular in search, Apple iPad or Microsoft Surface?
Compare the tablet brands people buy. 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.
Share of Search by month for Apple iPad, Microsoft Surface. The figures are in the table below the chart.
View monthly share of search table
| Month | Apple iPad | Lenovo | TCL | Microsoft Surface | Samsung |
|---|---|---|---|---|---|
| Oct 2025 | 58.3% | 27.6% | 8.6% | 2.6% | 2.9% |
| Nov 2025 | 65.1% | 24.4% | 6.5% | 1.9% | 2% |
| Dec 2025 | 68.7% | 21.9% | 5.7% | 1.7% | 2% |
| Jan 2026 | 62.8% | 25.3% | 7.7% | 1.9% | 2.2% |
| Feb 2026 | 62.4% | 25.1% | 7.7% | 2.3% | 2.6% |
| Mar 2026 | 57.9% | 28.5% | 8.7% | 2.6% | 2.4% |
| Apr 2026 | 57.7% | 28.4% | 8.6% | 2.6% | 2.7% |
| May 2026 | 58.4% | 28.2% | 8.6% | 2.1% | 2.7% |
| Jun 2026 | 54.5% | 30.3% | 9.8% | 3% | 2.5% |
| Jul 2026 | 59.5% | 28.8% | 7.2% | 2.2% | 2.4% |
| Aug 2026 | 58.6% | 29.6% | 7.1% | 2.1% | 2.7% |
| Sep 2026 | 62.8% | 25.3% | 7.7% | 2.3% | 2% |
How has the Apple iPad and Microsoft Surface comparison changed over the last 12 months?
3 findings
- Apple iPad was ahead of Microsoft Surface in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Apple iPad’s estimated Share of Search among tablet brands worldwide moved from 58.3% to 62.8%, and its estimated monthly branded searches moved from 8.3M to 10M.
- Across the 12 months ending September 2026, Microsoft Surface’s estimated Share of Search among tablet brands worldwide moved from 2.6% to 2.3%, and its estimated monthly branded searches held steady at 368K.
How did search popularity change for tablet brands worldwide in September 2026?
2 changes
In September 2026, Apple iPad gained estimated Share of Search among tablet brands worldwide, from 58.6% to 62.8%.
In September 2026, Microsoft Surface rose from 5th to 4th among tablet brands worldwide.
Other head-to-heads among tablet brands
How each brand is measured
Brandwave collects information about searches that people make online using Apple iPad’s and Microsoft Surface’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 iPad
2 branded search terms
- apple ipad
- ipad
Microsoft Surface
1 branded search term
- microsoftsurface
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.