Apple Watch vs Oura:Which is more popular?
In September 2026, Apple Watch had more branded searches than Oura among fitness tracker brands worldwide. Apple Watch had about 8.2 million branded searches, while Oura had 450,000. Apple Watch made up 48.1% of all fitness tracker brand searches we track, and Oura accounted for 2.7%. When we asked ChatGPT and Google AI Overviews about fitness tracker brands, Apple Watch appeared in all five answers and Oura in three. Apple Watch was mentioned before Oura in four out of five answers.
Who do people search for more?
Apple Watch, about 18 searches for every 1 for Oura
Who does AI mention more?
Apple Watch, mentioned in every answer we collected
Who does AI recommend more?
Apple Watch, named ahead of Oura in 4 of 5 answers
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Top fitness tracker brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Apple Watch appeared in all five answers. Oura was mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. Apple Watch was listed before Oura in four out of five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Fitbit1st
Garmin2nd- Apple Watch3rd
Samsung Galaxy Watch4th
Oura5th
WHOOP6th
Amazfit–
Polar–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Apple Watch5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Garmin5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Fitbit5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Samsung Galaxy Watch3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Oura3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- WHOOP1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Amazfit0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Polar0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about fitness tracker brands
5 answers
Asked ChatGPT
“Which fitness tracker brand should I buy?”
Asked ChatGPT
“What are the best fitness tracker brands?”
Asked ChatGPT
“What's the best fitness tracker brand for everyday activity?”
Searched Google, AI Overview
“best fitness tracker”
Searched Google, AI Overview
“sleep tracker watch”
Brands are shown in the order each answer named them. The survey took place in the United States on October 19, 2026.
Is Apple Watch or Oura more popular in search?
This chart shows how often people search Google for Apple Watch and Oura by name. Each line represents a brand's share of searches for all eight fitness tracker brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Apple Watch, Oura. The figures are in the table below the chart.
View monthly share of searches table
| Month | Apple Watch | Garmin | WHOOP | Fitbit | Amazfit | Samsung Galaxy Watch | Oura | Polar |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 53.4% | 18.2% | 11.6% | 6.7% | 3.7% | 4.4% | 2% | <0.01% |
| Nov 2025 | 54.4% | 18.8% | 9.9% | 6.9% | 3.8% | 4.1% | 2.1% | <0.01% |
| Dec 2025 | 55.3% | 19.1% | 10.1% | 5.7% | 3.8% | 4.2% | 1.7% | <0.01% |
| Jan 2026 | 49.6% | 20.7% | 13.4% | 6.2% | 4.2% | 4.1% | 1.9% | <0.01% |
| Feb 2026 | 50% | 20.8% | 13.1% | 6.3% | 4.2% | 3.7% | 1.9% | <0.01% |
| Mar 2026 | 45.5% | 23.2% | 14.6% | 5.7% | 4.7% | 4.2% | 2.1% | <0.01% |
| Apr 2026 | 45.3% | 23.1% | 14.7% | 6.9% | 4.6% | 3.8% | 1.7% | <0.01% |
| May 2026 | 41.5% | 20.9% | 16% | 11.4% | 4.2% | 4.2% | 1.9% | <0.01% |
| Jun 2026 | 43.3% | 21.8% | 14% | 9.7% | 4.4% | 4.3% | 2.4% | <0.01% |
| Jul 2026 | 41.8% | 21.3% | 16.3% | 7.8% | 4.3% | 6.6% | 1.9% | <0.01% |
| Aug 2026 | 45.4% | 23.1% | 14.4% | 6.9% | 3.8% | 4.6% | 1.7% | <0.01% |
| Sep 2026 | 48.1% | 19.7% | 14.8% | 7.2% | 4% | 3.5% | 2.7% | <0.01% |
How has the Apple Watch and Oura comparison changed over the last 12 months?
3 findings
- Apple Watch was ahead of Oura in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Apple Watch’s share of searches among fitness tracker brands worldwide moved from 53.4% to 48.1%, and its estimated monthly branded searches moved from 8M to 8.2M.
- Across the 12 months ending September 2026, Oura’s share of searches among fitness tracker brands worldwide moved from 2% to 2.7%, and its estimated monthly branded searches moved from 301K to 450K.
How did search popularity change for fitness tracker brands worldwide in September 2026?
2 changes
In September 2026, Apple Watch gained share of searches among fitness tracker brands worldwide, from 45.4% to 48.1%.
In September 2026, Oura gained share of searches among fitness tracker brands worldwide, from 1.7% to 2.7%.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using Apple Watch’s and Oura’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 Watch
2 branded search terms
- apple watch
- applewatch ultra
Oura
1 branded search term
- oura
Other head-to-heads among fitness tracker brands
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