Brandwave

Apple AirPods vs Bose:Which is more popular?

In September 2026, Apple AirPods had more branded searches than Bose among bluetooth headphones brands in New Zealand. Apple AirPods had about 83,700 branded searches, while Bose had 11,200. Apple AirPods made up 51.4% of all bluetooth headphones brand searches we track, and Bose accounted for 6.9%. When we asked ChatGPT and Google AI Overviews about bluetooth headphones brands, Bose appeared in four of the five answers and Apple AirPods in three. Bose was mentioned before Apple AirPods in three out of four answers.

Among bluetooth headphones 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?

Bose, mentioned in 4 of 5 answers, Apple AirPods in 3

Bose in 4 of 5Apple AirPods in 3 of 5

Who does AI recommend more?

Bose, named ahead of Apple AirPods in 3 of 4 answers

Bose first in 3Apple AirPods first in 1

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Top bluetooth headphones brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Bose was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Apple AirPods was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Bose was listed before Apple AirPods in three out of four answers.

Most recommended by AI

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

  1. Sony1st
  2. Bose2nd
  3. Sennheiser3rd
  4. JBL4th
  5. Apple AirPods5th
  6. Skullcandy6th
  7. Beats–
  8. Samsung–

Mentioned by AI

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

  • JBL5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Sony5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Bose4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Sennheiser4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Apple AirPods3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Skullcandy1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Beats0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Samsung0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about bluetooth headphones brands

5 answers

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.

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 eight bluetooth headphones brands we track, month by month, from searches in New Zealand.

Apple AirPods and Bose among bluetooth headphones 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 AirPodsJBLSonyBoseSennheiserSkullcandyBeatsSamsung
Oct 202552.2%22.5%10.8%8.4%3.2%2%0.51%0.28%
Nov 202551.4%24.1%10.8%8.4%2.9%1.8%0.46%0.25%
Dec 202546.1%31.6%9.3%7.8%2.7%1.8%0.49%0.23%
Jan 202649.6%26.2%10.8%7.8%2.8%2%0.54%0.29%
Feb 202655%21.8%10.7%6.8%2.8%2.1%0.4%0.27%
Mar 202654.9%21%10.9%7.1%3.1%2.3%0.45%0.3%
Apr 202650.6%25.1%10.8%7.3%3.2%2.2%0.45%0.3%
May 202652.8%22.3%10.6%7.6%3.9%2.2%0.41%0.22%
Jun 202652.5%22.3%10.2%7.7%4.5%2.2%0.4%0.22%
Jul 202651.7%22.6%10.7%7.4%4.6%2.3%0.4%0.27%
Aug 202653.4%22.7%9.1%7.5%3.9%2.8%0.37%0.3%
Sep 202651.4%24.1%10.5%6.9%3.4%2.8%0.61%0.24%

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 headphones brands in September 2026?

2 changes

  1. In September 2026, Apple AirPods lost share of searches among bluetooth headphones brands in New Zealand, from 53.4% to 51.4%.

  2. In September 2026, Bose lost share of searches among bluetooth headphones brands in New Zealand, from 7.5% to 6.9%.

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 headphones brands

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