Apple AirPods Max vs Bowers & Wilkins:Which is more popular?
In September 2026, Apple AirPods Max had more branded searches than Bowers & Wilkins among over-ear headphone brands worldwide. Apple AirPods Max had about 1 million branded searches, while Bowers & Wilkins had 165,000. Apple AirPods Max made up 29.3% of all over-ear headphone brand searches we track, and Bowers & Wilkins accounted for 4.8%. When we asked ChatGPT and Google AI Overviews about over-ear headphone brands, Apple AirPods Max appeared in two of the five answers and Bowers & Wilkins in one. Apple AirPods Max and Bowers & Wilkins were each mentioned first in one of the two answers that named either.
Who do people search for more?
Apple AirPods Max, about 6 searches for every 1 for Bowers & Wilkins
Who does AI mention more?
Apple AirPods Max, mentioned in 2 of 5 answers, Bowers & Wilkins in 1
Who does AI recommend more?
Each is named first in 1 of 2 answers.
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Top over-ear headphone brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Apple AirPods Max was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Bowers & Wilkins was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Apple AirPods Max and Bowers & Wilkins were each listed first in one of the two answers that named either.
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.
Sony5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Bose5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Sennheiser4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers- Apple AirPods Max2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Bowers & Wilkins1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Audio-Technica0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Beyerdynamic0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about over-ear headphone brands
5 answers
Asked ChatGPT
“Which over ear headphone brand should I buy?”
Asked ChatGPT
“What are the best over ear headphone brands?”
Asked ChatGPT
“What's the best over ear headphone brand for everyday listening?”
Searched Google, AI Overview
“best over ear headphones”
Searched Google, AI Overview
“wireless over ear headphones”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.
Is Apple AirPods Max or Bowers & Wilkins more popular in search?
This chart shows how often people search Google for Apple AirPods Max and Bowers & Wilkins by name. Each line represents a brand's share of searches for all seven over-ear headphone brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Apple AirPods Max, Bowers & Wilkins. The figures are in the table below the chart.
View monthly share of searches table
| Month | Sony | Apple AirPods Max | Bose | Audio-Technica | Bowers & Wilkins | Beyerdynamic | Sennheiser |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 30.6% | 31.5% | 18% | 7.8% | 5.2% | 3.7% | 3.2% |
| Nov 2025 | 30.3% | 33.2% | 18.8% | 6.7% | 4.5% | 3.8% | 2.7% |
| Dec 2025 | 29.8% | 34.7% | 18.2% | 7% | 4.7% | 3.3% | 2.3% |
| Jan 2026 | 28.3% | 35.8% | 15.4% | 8.8% | 4.8% | 4.1% | 2.8% |
| Feb 2026 | 32.2% | 31% | 16.4% | 7.7% | 5.1% | 4.4% | 3.1% |
| Mar 2026 | 31.2% | 34.1% | 16% | 6.9% | 4.6% | 4% | 3.3% |
| Apr 2026 | 29.4% | 32.1% | 18.3% | 8% | 5.3% | 3.7% | 3.1% |
| May 2026 | 32.6% | 29.2% | 18.7% | 7.2% | 5.9% | 3.4% | 3.1% |
| Jun 2026 | 32% | 26.4% | 20.3% | 8% | 6.4% | 3.7% | 3.2% |
| Jul 2026 | 32.3% | 26.6% | 20.7% | 8% | 5.3% | 3.8% | 3.2% |
| Aug 2026 | 33.3% | 28.7% | 19.9% | 7.1% | 4.7% | 3.3% | 2.9% |
| Sep 2026 | 34.1% | 29.3% | 18.1% | 7.3% | 4.8% | 3.4% | 3.1% |
How has the Apple AirPods Max and Bowers & Wilkins comparison changed over the last 12 months?
3 findings
- Apple AirPods Max was ahead of Bowers & Wilkins in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Apple AirPods Max’s share of searches among over-ear headphone brands worldwide moved from 31.5% to 29.3%, and its estimated monthly branded searches moved from 1.2M to 1M.
- Across the 12 months ending September 2026, Bowers & Wilkins’ share of searches among over-ear headphone brands worldwide moved from 5.2% to 4.8%, and its estimated monthly branded searches moved from 201K to 165K.
How did search popularity change for over-ear headphone brands worldwide in September 2026?
2 changes
In September 2026, Apple AirPods Max gained share of searches among over-ear headphone brands worldwide, from 28.7% to 29.3%.
Estimated monthly branded searches for Bowers & Wilkins worldwide fell 17.9% over 12 measured months, from 201K to 165K in September 2026.
How are branded searches counted?
4 search terms
Brandwave collects information about searches that people make online using Apple AirPods Max’s and Bowers & Wilkins’ 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 AirPods Max
1 branded search term
- airpods max
Bowers & Wilkins
3 branded search terms
- bowers & wilkins
- bowers wilkins
- bowers&wilkins
Other head-to-heads among over-ear headphone brands
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