Brandwave

Apple AirPods vs Bose:Which is more popular?

In September 2026, Apple AirPods had more branded searches than Bose among bluetooth earbuds brands in New Zealand. Apple AirPods had about 83,700 branded searches, while Bose had 11,200. Apple AirPods made up 54.8% of all bluetooth earbuds brand searches we track, and Bose accounted for 7.4%. When we asked ChatGPT and Google AI Overviews about bluetooth earbuds brands, Apple AirPods appeared in all four answers and Bose in three. Apple AirPods and Bose were each mentioned first in two of the four answers.

Among bluetooth earbuds brands in New Zealand in September 2026

Who do people search for more?

Apple AirPods, about 7 searches for every 1 for Bose

Apple AirPods 83.7K searchesBose 11.2K searches

Who does AI mention more?

Apple AirPods, mentioned in every answer we collected

Apple AirPods in 4 of 4Bose in 3 of 4

Who does AI recommend more?

Each is named first in 2 of 4 answers.

Apple AirPods first in 2Bose first in 2

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Top bluetooth earbuds brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Apple AirPods appeared in all four answers. Bose was mentioned in three out of four: in two of the three ChatGPT answers and in the Google AI Overview. Apple AirPods and Bose were each listed first in two of the four answers.

Most recommended by AI

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

  1. Sony1st
  2. Samsung2nd
  3. JBL3rd
  4. Bose4th
  5. Apple AirPods5th
  6. Soundcore6th

Mentioned by AI

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

  • Apple AirPods4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Sony4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Samsung4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • JBL3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Bose3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Soundcore2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about bluetooth earbuds brands

4 answers

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 19, 2026.

Is Apple AirPods or Bose more popular in search?

This chart shows how often people search Google for Apple AirPods and Bose by name. Each line represents a brand's share of searches for all six bluetooth earbuds brands we track, month by month, from searches in New Zealand.

Apple AirPods and Bose among bluetooth earbuds brands in New Zealand, by month

Share of searches by month for Apple AirPods, Bose. The figures are in the table below the chart.

View monthly share of searches table
MonthApple AirPodsJBLSonyBoseSoundcoreSamsung
Oct 202555.1%23.8%11.4%8.9%0.54%0.29%
Nov 202553.9%25.3%11.3%8.9%0.4%0.26%
Dec 202548.3%33.2%9.8%8.2%0.37%0.24%
Jan 202652.2%27.5%11.4%8.2%0.47%0.31%
Feb 202657.8%23%11.2%7.2%0.52%0.28%
Mar 202658%22.1%11.5%7.5%0.58%0.31%
Apr 202653.5%26.5%11.5%7.8%0.47%0.31%
May 202656.1%23.8%11.3%8%0.54%0.24%
Jun 202656.2%23.8%10.9%8.2%0.64%0.23%
Jul 202655.5%24.3%11.5%7.9%0.53%0.29%
Aug 202657.1%24.2%9.7%8%0.59%0.32%
Sep 202654.8%25.7%11.2%7.4%0.58%0.26%

How has the Apple AirPods and Bose comparison changed over the last 12 months?

3 findings

How did search popularity change for New Zealand bluetooth earbuds brands in September 2026?

2 changes

  1. In September 2026, Apple AirPods lost share of searches among bluetooth earbuds brands in New Zealand, from 57.1% to 54.8%.

  2. In September 2026, Bose lost share of searches among bluetooth earbuds brands in New Zealand, from 8% to 7.4%.

How are branded searches counted?

19 search terms

Brandwave collects information about searches that people make online using Apple AirPods’ and Bose’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 AirPods

12 branded search terms

  • airpods
  • airpods 2
  • airpods 3
  • airpods 3 pro
  • airpods 4
  • airpods max
  • airpods pro
  • apple airpods
  • apple airpods 4
  • apple airpods max
  • apple airpods pro
  • find mine airpods

Bose

7 branded search terms

  • bose
  • bose ear phones
  • bose qc
  • bose soundbar
  • bose soundlink
  • bose soundlink flex
  • bose speakers

How the Brand Demand Index is measured

Other head-to-heads among bluetooth earbuds brands

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