How popular isApple AirPods?
In September 2026, people searched for Apple AirPods by name about 83,800 times in New Zealand, a 13.5% increase from the previous year. These searches made up 55.1% of all New Zealand earphones brand searches, placing Apple AirPods first out of six brands. When we asked both ChatGPT and Google AI Overviews about earphones brands, Apple AirPods appeared in four of the five answers and was the second most recommended of the six.
Apple AirPods is the most searched of 6 competitors and the second most recommended in AI answers.
Apple AirPodsShare of searches 55.1%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
JBLShare of searches 25.9%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
SonyShare of searches 11.3%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
BoseShare of searches 7.4%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
SamsungShare of searches 0.26%Mentioned in 3 of 5 AI answersPlace in AI recommendations 5th
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Top earphones brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Apple AirPods was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Apple AirPods is the second most recommended of the six.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Sony5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Apple AirPods4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- JBL3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Bose3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Samsung3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Marshall0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about earphones brands
5 answers
Asked ChatGPT
“Which earphones brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best earphones brands in New Zealand?”
Asked ChatGPT
“What's the best earphones brand in New Zealand for everyday listening?”
Searched Google, AI Overview
“earphones nz”
Searched Google, AI Overview
“wireless earphones nz”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 19, 2026.
Which earphones brands compete with Apple AirPods?
Share of searches by month for Apple AirPods, JBL, Sony, Bose. The figures are in the table below the chart.
View monthly share of searches table
| Month | Apple AirPods | JBL | Sony | Bose | Samsung | Marshall |
|---|---|---|---|---|---|---|
| Oct 2025 | 55.4% | 23.9% | 11.4% | 8.9% | 0.29% | 0.03% |
| Nov 2025 | 54.1% | 25.4% | 11.3% | 8.9% | 0.27% | 0.03% |
| Dec 2025 | 48.4% | 33.3% | 9.8% | 8.2% | 0.25% | 0.02% |
| Jan 2026 | 52.4% | 27.6% | 11.4% | 8.2% | 0.31% | 0.02% |
| Feb 2026 | 58.1% | 23.1% | 11.3% | 7.2% | 0.28% | 0.02% |
| Mar 2026 | 58.3% | 22.2% | 11.6% | 7.5% | 0.32% | 0.04% |
| Apr 2026 | 53.7% | 26.6% | 11.5% | 7.8% | 0.31% | 0.04% |
| May 2026 | 56.4% | 23.9% | 11.4% | 8.1% | 0.24% | 0.02% |
| Jun 2026 | 56.5% | 24% | 11% | 8.2% | 0.23% | 0.03% |
| Jul 2026 | 55.8% | 24.4% | 11.5% | 8% | 0.29% | 0.02% |
| Aug 2026 | 57.4% | 24.4% | 9.8% | 8.1% | 0.33% | 0.03% |
| Sep 2026 | 55.1% | 25.9% | 11.3% | 7.4% | 0.26% | 0.05% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 55.1% | 83.7K | -0.92% | -2.3 points | |
| 2, held 2nd | 25.9% | 39.3K | +9.5% | +1.5 points | |
| 3, held 3rd | 11.3% | 17.1K | +18.8% | +1.5 points | |
| 4, held 4th | 7.4% | 11.2K | -5.3% | -0.7 points | |
| 5, held 5th | 0.26% | 390 | -18.8% | -0.1 points | |
| 6, held 6th | 0.05% | 70 | +75% | 0 points |
55.1%
Held 1st. 83.7K estimated branded searches, -0.92% vs prior month. Share -2.3 points.
2.
JBL25.9%
Held 2nd. 39.3K estimated branded searches, +9.5% vs prior month. Share +1.5 points.
3.
Sony11.3%
Held 3rd. 17.1K estimated branded searches, +18.8% vs prior month. Share +1.5 points.
4.
Bose7.4%
Held 4th. 11.2K estimated branded searches, -5.3% vs prior month. Share -0.7 points.
5.
Samsung0.26%
Held 5th. 390 estimated branded searches, -18.8% vs prior month. Share -0.1 points.
6.
Marshall0.05%
Held 6th. 70 estimated branded searches, +75% vs prior month. Share 0 points.
Compare popularity between Apple AirPods and its closest rivals
Every comparison with Apple AirPods
10 comparisons
How has branded search demand for Apple AirPods changed in New Zealand over the last 12 months?
2 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Apple AirPods in New Zealand rose from 73.9K to 83.8K.
- Across the 12 months ending September 2026, Apple AirPods’ share of searches among earphones brands in New Zealand peaked at 58.3% in March 2026 and was lowest at 48.4% in December 2025.
How did search popularity change for New Zealand earphones brands in September 2026?
5 changes
In September 2026, JBL gained share of searches among earphones brands in New Zealand, from 24.4% to 25.9%.
In September 2026, Sony gained share of searches among earphones brands in New Zealand, from 9.8% to 11.3%.
In September 2026, Apple AirPods lost share of searches among earphones brands in New Zealand, from 57.4% to 55.1%.
In September 2026, Bose lost share of searches among earphones brands in New Zealand, from 8.1% to 7.4%.
Estimated monthly branded searches for Marshall in New Zealand rose 75% over 12 measured months, from 40 to 70 in September 2026.
How are Apple AirPods’ branded searches counted?
15 search terms
Brandwave collects information about searches that people make online using Apple AirPods’ name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.
- airpods
- airpods 2
- airpods 3
- airpods 3 pro
- airpods 4
- airpods earbuds
- airpods earphones
- airpods headphones
- airpods max
- airpods pro
- apple airpods
- apple airpods 4
- apple airpods max
- apple airpods pro
- find mine airpods
Who owns Apple AirPods?
Apple AirPods is owned by Apple. Brandwave also tracks Apple AirTag, Apple Health Cycle Tracking, Apple iPad, Apple iPhone, Apple MacBook, Apple MagSafe, Apple Maps, Apple Music, Apple Photos / Google Photos, Apple Podcasts, Apple Reminders, Apple TV 4K, Apple Vision Pro, Apple Watch, Final Cut Pro, Find My, GarageBand, 
iCloud, iMovie, Keynote, Logic Pro and Safari, owned by the same company, in New Zealand.
Do you work for Apple AirPods? To request corrections or removal please contact us via our support page and we will be happy to assist.
Where does Apple AirPods compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Headphone brands | 1st of 10 | 43.8% | Show ranking |
| Bluetooth headphones brands | 1st of 8 | 51.4% | Show ranking |
| Bluetooth earbuds brands | 1st of 6 | 54.8% | Show ranking |
| Earphones brands | 1st of 6 | 55.1% | Shown above |
| Ear buds brands | 1st of 4 | 55.3% | Show ranking |
Is Apple AirPods your brand?
Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.