--- title: "Apple Passwords vs NordPass: Which is searched more?" description: "Is Apple Passwords or NordPass more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Password managers set worldwide. 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." canonical: "https://gobrandwave.com/demand/global-en/compare/apple-passwords-vs-nordpass" publisher: "Brandwave" --- # Apple Passwords vs NordPass: Which is searched more? Is Apple Passwords or NordPass more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Password managers set worldwide. 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. ## Key facts - **Compared**: Apple Passwords and NordPass - **Competitive set**: Password managers - **Market**: Global - **Month measured**: Sep 2026 - **Apple Passwords Share of Search**: 1.2% - **NordPass Share of Search**: 2% ## Is Apple Passwords or NordPass more popular in search? - 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%. - 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. ## 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. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Bitwarden | 1st | 3 of 3 | 2 of 2 | 5 of 5 | | 1Password | 2nd | 3 of 3 | 2 of 2 | 5 of 5 | | Proton Pass | 3rd | 3 of 3 | 2 of 2 | 5 of 5 | | Apple Passwords | 4th | 2 of 3 | 0 of 2 | 2 of 5 | | Keeper | 5th | 1 of 3 | 1 of 2 | 2 of 5 | | NordPass | 6th | 1 of 3 | 2 of 2 | 3 of 5 | | LastPass | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Dashlane | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about password managers - Asked ChatGPT "Which password manager should I use?": 1. Bitwarden, 2. 1Password, 3. Proton Pass - Asked ChatGPT "What are the best password managers?": 1. Bitwarden, 2. 1Password, 3. Proton Pass, 4. Apple Passwords, 5. Keeper, 6. NordPass - Asked ChatGPT "What's the best password manager for secure logins?": 1. Bitwarden, 2. 1Password, 3. Proton Pass, 4. Apple Passwords - Searched Google, AI Overview "password managers": 1. Bitwarden, 2. 1Password, 3. Proton Pass, 4. Keeper, 5. NordPass - Searched Google, AI Overview "password vault": 1. Bitwarden, 2. Proton Pass, 3. 1Password, 4. NordPass Not named in any answer: LastPass and Dashlane. Brands are listed in the order each answer named them. The answers were collected in the United States on October 21, 2026. ## How did search popularity change for password managers worldwide in September 2026? - In September 2026, NordPass lost share of searches among password managers worldwide, from 3.7% to 2%. ## Month by month | Month | Apple Passwords estimated searches | Apple Passwords Share of Search | Apple Passwords rank | NordPass estimated searches | NordPass Share of Search | NordPass rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 37.5K | 1.6% | 7 | 135K | 5.7% | 5 | | Nov 2025 | 36K | 1.4% | 7 | 110K | 4.4% | 6 | | Dec 2025 | 36K | 1.6% | 7 | 110K | 4.8% | 5 | | Jan 2026 | 36.7K | 1.5% | 7 | 110K | 4.4% | 6 | | Feb 2026 | 30K | 1.3% | 7 | 110K | 4.7% | 6 | | Mar 2026 | 36.7K | 1.5% | 7 | 110K | 4.4% | 6 | | Apr 2026 | 30K | 1.2% | 8 | 90.5K | 3.7% | 6 | | May 2026 | 36K | 1.5% | 7 | 90.5K | 3.7% | 6 | | Jun 2026 | 37.5K | 1.5% | 7 | 90.5K | 3.7% | 6 | | Jul 2026 | 37.5K | 1.6% | 7 | 90.5K | 3.9% | 6 | | Aug 2026 | 36.7K | 1.5% | 7 | 90.5K | 3.7% | 6 | | Sep 2026 | 36.7K | 1.2% | 7 | 60.5K | 2% | 6 | ## How each brand is measured 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**: Measured on the search terms “apple passwords” and “apple passwords app”, summed into one figure. - **NordPass**: Measured on the search term “nordpass”. - [Apple Passwords profile](/demand/global-en/brands/apple-passwords) - [NordPass profile](/demand/global-en/brands/nordpass) - [All password managers worldwide](/demand/global-en/categories/password-managers): The set both shares are measured inside, 8 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is Apple Passwords or NordPass more popular in search? 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%. ## Cite this page Brandwave. "Apple Passwords vs NordPass: Which is searched more?". https://gobrandwave.com/demand/global-en/compare/apple-passwords-vs-nordpass This page is also available as HTML at https://gobrandwave.com/demand/global-en/compare/apple-passwords-vs-nordpass. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.