Brandwave

Apple iPad vs Microsoft Surface:Which is more popular?

In September 2026, Apple iPad had more branded searches than Microsoft Surface among tablet brands worldwide. Apple iPad had about 10 million branded searches, while Microsoft Surface had 14,800. Apple iPad made up 83.8% of all tablet brand searches we track, and Microsoft Surface accounted for 0.12%. When we asked ChatGPT and Google AI Overviews about tablet brands, Apple iPad appeared in four of the five answers and Microsoft Surface in one. Apple iPad was mentioned before Microsoft Surface in every answer that named either.

Among tablet brands worldwide in September 2026

Who do people search for more?

Apple iPad, about 673 searches for every 1 for Microsoft Surface

Apple iPad 10M searchesMicrosoft Surface 14.8K searches

Who does AI mention more?

Apple iPad, mentioned in 4 of 5 answers, Microsoft Surface in 1

Apple iPad in 4 of 5Microsoft Surface in 1 of 5

Who does AI recommend more?

Apple iPad, named ahead of Microsoft Surface in 4 of 4 answers

Apple iPad first in 4Microsoft Surface never first

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Top tablet brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Apple iPad was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Microsoft Surface 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 iPad was listed before Microsoft Surface in every answer that named either.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Samsung1st
  2. Lenovo2nd
  3. Amazon Fire Tablet3rd
  4. Apple iPad4th
  5. Microsoft Surface5th
  6. TCL–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Samsung5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Lenovo5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Apple iPad4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Amazon Fire Tablet3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Microsoft Surface1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • TCL0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about tablet brands

5 answers

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 19, 2026.

Is Apple iPad or Microsoft Surface more popular in search?

This chart shows how often people search Google for Apple iPad and Microsoft Surface by name. Each line represents a brand's share of searches for all six tablet brands we track, month by month, from English-language searches worldwide.

Apple iPad and Microsoft Surface among tablet brands worldwide, by month

Share of searches by month for Apple iPad, Microsoft Surface. The figures are in the table below the chart.

View monthly share of searches table
MonthApple iPadSamsungLenovoAmazon Fire TabletTCLMicrosoft Surface
Oct 202582.6%12.1%3.7%1.2%0.22%0.15%
Nov 202586.9%8.6%3.2%1.1%0.16%0.1%
Dec 202586.7%8.7%3.2%1.1%0.19%0.09%
Jan 202686.2%8.7%3.9%0.93%0.23%0.1%
Feb 202684.5%10.4%3.8%0.91%0.23%0.13%
Mar 202683.7%10.3%4.6%1%0.23%0.15%
Apr 202681.8%12.3%4.5%1.1%0.22%0.15%
May 202682.1%12.1%4.4%1%0.27%0.12%
Jun 202681.9%12.1%4.4%1.2%0.27%0.12%
Jul 202684.1%10.1%4.6%0.89%0.22%0.1%
Aug 202681.3%11.9%5.4%0.99%0.27%0.12%
Sep 202683.8%10.3%4.6%0.85%0.28%0.12%

Microsoft Surface sells other things too, so only its searches that name this product count here, like “microsoft surface tablet”.

How has the Apple iPad and Microsoft Surface comparison changed over the last 12 months?

3 findings
  • Apple iPad was ahead of Microsoft Surface in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Apple iPad’s share of searches among tablet brands worldwide moved from 82.6% to 83.8%, and its estimated monthly branded searches moved from 8.3M to 10M.
  • Across the 12 months ending September 2026, Microsoft Surface’s share of searches among tablet brands worldwide moved from 0.15% to 0.12%, and its estimated monthly branded searches held steady at 14.8K.

How did search popularity change for tablet brands worldwide in September 2026?

1 change

  1. In September 2026, Apple iPad gained share of searches among tablet brands worldwide, from 81.3% to 83.8%.

How are branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using Apple iPad’s and Microsoft Surface’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 iPad

2 branded search terms

  • apple ipad
  • ipad

Microsoft Surface

1 branded search term

  • microsoft surface tablet

How the Brand Demand Index is measured

Other head-to-heads among tablet brands

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