Apple AirTag vs Fi:Which is searched more?
In September 2026, Apple AirTag had more branded searches than Fi among pet GPS tracker brands worldwide. Apple AirTag was estimated to have 301K branded searches compared to Fi’s 18.1K, and held an 8.2% Share of Search versus Fi’s 0.49%. These are worldwide searches for English-language branded terms.
Follow Apple AirTag vs Fi 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 AirTag or Fi?
Compare the pet gps tracker 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 AirTag, Fi. The figures are in the table below the chart.
View monthly share of search table
| Month | Garmin | Apple AirTag | Fi | Tractive |
|---|---|---|---|---|
| Oct 2025 | 87.5% | 11.7% | 0.7% | 0.11% |
| Nov 2025 | 87.5% | 11.7% | 0.7% | 0.11% |
| Dec 2025 | 87.3% | 11.7% | 0.86% | 0.17% |
| Jan 2026 | 85.2% | 13.9% | 0.69% | 0.17% |
| Feb 2026 | 89.3% | 9.8% | 0.72% | 0.21% |
| Mar 2026 | 89.3% | 9.8% | 0.72% | 0.22% |
| Apr 2026 | 91.1% | 8.2% | 0.6% | 0.18% |
| May 2026 | 87.6% | 11.7% | 0.58% | 0.14% |
| Jun 2026 | 87.4% | 11.7% | 0.71% | 0.14% |
| Jul 2026 | 87.4% | 11.7% | 0.71% | 0.14% |
| Aug 2026 | 89.6% | 9.8% | 0.48% | 0.1% |
| Sep 2026 | 91.2% | 8.2% | 0.49% | 0.1% |
How has the Apple AirTag and Fi comparison changed over the last 12 months?
3 findings
- Apple AirTag was ahead of Fi in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Apple AirTag’s estimated Share of Search among pet GPS tracker brands worldwide moved from 11.7% to 8.2%, and its estimated monthly branded searches moved from 368K to 301K.
- Across the 12 months ending September 2026, Fi’s estimated Share of Search among pet GPS tracker brands worldwide moved from 0.7% to 0.49%, and its estimated monthly branded searches moved from 22.2K to 18.1K.
How did search popularity change for pet GPS tracker brands worldwide in September 2026?
2 changes
In September 2026, Apple AirTag lost estimated Share of Search among pet GPS tracker brands worldwide, from 9.8% to 8.2%.
Estimated monthly branded searches for Fi worldwide fell 18.5% over 12 measured months, from 22.2K to 18.1K in September 2026.
Other head-to-heads among pet GPS tracker brands
How each brand is measured
Brandwave collects information about searches that people make online using Apple AirTag’s and Fi’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 AirTag
1 branded search term
- apple airtag
Fi
1 branded search term
- fi collar
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.