Brandwave

Apple iPad vs Samsung:Which is more popular?

In September 2026, Apple iPad had more branded searches than Samsung among tablet brands worldwide. Apple iPad had about 10 million branded searches, while Samsung had 1.2 million. Apple iPad made up 83.8% of all tablet brand searches we track, and Samsung accounted for 10.3%. When we asked ChatGPT and Google AI Overviews about tablet brands, Samsung appeared in all five answers and Apple iPad in four. Samsung was mentioned before Apple iPad in every answer.

Among tablet brands worldwide in September 2026

Who do people search for more?

Apple iPad, about 8 searches for every 1 for Samsung

Apple iPad 10M searchesSamsung 1.2M searches

Who does AI mention more?

Samsung, mentioned in every answer we collected

Samsung in 5 of 5Apple iPad in 4 of 5

Who does AI recommend more?

Samsung, named ahead of Apple iPad in every answer

Samsung first in 5Apple iPad never first

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Top tablet brands in ChatGPT and Google AI Overviews

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

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 Samsung more popular in search?

This chart shows how often people search Google for Apple iPad and Samsung 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 Samsung among tablet brands worldwide, by month

Share of searches by month for Apple iPad, Samsung. 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%

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

3 findings
  • Apple iPad was ahead of Samsung 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, Samsung’s share of searches among tablet brands worldwide moved from 12.1% to 10.3%, and its estimated monthly branded searches held steady at 1.2M.

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

2 changes

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

  2. In September 2026, Samsung lost share of searches among tablet brands worldwide, from 11.9% to 10.3%.

How are branded searches counted?

3 search terms

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

Samsung

1 branded search term

  • samsung tablet

How the Brand Demand Index is measured

Other head-to-heads among tablet brands

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