Apple Passwords vs NordPass:Which is more popular?
In September 2026, NordPass had more branded searches than Apple Passwords among password managers worldwide. NordPass had about 60,500 branded searches, while Apple Passwords had 36,700. NordPass made up 2% of all password manager searches we track, and Apple Passwords accounted for 1.2%. When we asked ChatGPT and Google AI Overviews about password managers, NordPass appeared in three of the five answers and Apple Passwords in two. Apple Passwords and NordPass were each mentioned first in two of the four answers that named either.
Who do people search for more?
NordPass, about 65% more searches than Apple Passwords
Who does AI mention more?
NordPass, mentioned in 3 of 5 answers, Apple Passwords in 2
Who does AI recommend more?
Each is named first in 2 of 4 answers.
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Top password managers in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, NordPass was mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. Apple Passwords was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Apple Passwords and NordPass were each listed first in two of the four answers that named either.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Bitwarden1st
1Password2nd
Proton Pass3rd
Apple Passwords4th
Keeper5th- NordPass6th
LastPass–
Dashlane–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Bitwarden5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- 1Password5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Proton Pass5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- NordPass3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Apple Passwords2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Keeper2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- LastPass0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Dashlane0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about password managers
5 answers
Asked ChatGPT
“Which password manager should I use?”
Asked ChatGPT
“What are the best password managers?”
Asked ChatGPT
“What's the best password manager for secure logins?”
Searched Google, AI Overview
“password managers”
Searched Google, AI Overview
“password vault”
Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.
Is Apple Passwords or NordPass more popular in search?
This chart shows how often people search Google for Apple Passwords and NordPass by name. Each line represents a brand's share of searches for all eight password managers we track, month by month, from English-language searches worldwide.
Share of searches by month for NordPass, Apple Passwords. The figures are in the table below the chart.
View monthly share of searches table
| Month | Bitwarden | 1Password | LastPass | Dashlane | Proton Pass | NordPass | Apple Passwords | Keeper |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 34.5% | 23.2% | 19.6% | 8.4% | 5.7% | 5.7% | 1.6% | 1.4% |
| Nov 2025 | 32.9% | 22.2% | 24.6% | 8% | 5.4% | 4.4% | 1.4% | 1.1% |
| Dec 2025 | 35.7% | 24% | 20.9% | 7.1% | 4.8% | 4.8% | 1.6% | 1.2% |
| Jan 2026 | 32.7% | 26.9% | 19.9% | 8% | 5.4% | 4.4% | 1.5% | 1.3% |
| Feb 2026 | 35.1% | 23.6% | 21.3% | 7% | 5.8% | 4.7% | 1.3% | 1.2% |
| Mar 2026 | 33.2% | 27.4% | 18.8% | 6.7% | 6.7% | 4.4% | 1.5% | 1.4% |
| Apr 2026 | 33.6% | 27.6% | 19.1% | 6.7% | 6.7% | 3.7% | 1.2% | 1.4% |
| May 2026 | 33.6% | 27.6% | 19.1% | 6.7% | 6.7% | 3.7% | 1.5% | 1.1% |
| Jun 2026 | 33.6% | 27.6% | 18.8% | 8.2% | 5.5% | 3.7% | 1.5% | 1.1% |
| Jul 2026 | 35.2% | 29% | 16.1% | 5.8% | 7.1% | 3.9% | 1.6% | 1.4% |
| Aug 2026 | 33.2% | 27.4% | 18.4% | 8.1% | 6.7% | 3.7% | 1.5% | 1.1% |
| Sep 2026 | 32.9% | 27.2% | 18.2% | 12.1% | 5.4% | 2% | 1.2% | 0.91% |
How has the Apple Passwords and NordPass comparison changed over the last 12 months?
3 findings
- NordPass was ahead of Apple Passwords in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Apple Passwords’ share of searches among password managers worldwide moved from 1.6% to 1.2%, and its estimated monthly branded searches moved from 37.5K to 36.7K.
- Across the 12 months ending September 2026, NordPass’ share of searches among password managers worldwide moved from 5.7% to 2%, and its estimated monthly branded searches moved from 135K to 60.5K.
How did search popularity change for password managers worldwide in September 2026?
1 change
In September 2026, NordPass lost share of searches among password managers worldwide, from 3.7% to 2%.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using Apple Passwords’ and NordPass’ 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 Passwords
2 branded search terms
- apple passwords
- apple passwords app
NordPass
1 branded search term
- nordpass
Other head-to-heads among password managers
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