Brandwave

Apple AirPods vs JBL:Which is more popular?

In September 2026, Apple AirPods had more branded searches than JBL among earphones brands in New Zealand. Apple AirPods had about 83,700 branded searches, while JBL had 39,300. Apple AirPods made up 55.1% of all earphones brand searches we track, and JBL accounted for 25.9%. When we asked ChatGPT and Google AI Overviews about earphones brands, Apple AirPods appeared in four of the five answers and JBL in three. Apple AirPods was mentioned before JBL in four out of five answers.

Among earphones brands in New Zealand in September 2026

Who do people search for more?

Apple AirPods, about 2 searches for every 1 for JBL

Apple AirPods 83.7K searchesJBL 39.3K searches

Who does AI mention more?

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

Apple AirPods in 4 of 5JBL in 3 of 5

Who does AI recommend more?

Apple AirPods, named ahead of JBL in 4 of 5 answers

Apple AirPods first in 4JBL first in 1

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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. JBL was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Apple AirPods was listed before JBL in four out of five answers.

Most recommended by AI

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

  1. Sony1st
  2. Apple AirPods2nd
  3. Bose3rd
  4. JBL4th
  5. Samsung5th
  6. Marshall–

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

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 JBL more popular in search?

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

Apple AirPods and JBL among earphones brands in New Zealand, by month

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

View monthly share of searches table
MonthApple AirPodsJBLSonyBoseSamsungMarshall
Oct 202555.4%23.9%11.4%8.9%0.29%0.03%
Nov 202554.1%25.4%11.3%8.9%0.27%0.03%
Dec 202548.4%33.3%9.8%8.2%0.25%0.02%
Jan 202652.4%27.6%11.4%8.2%0.31%0.02%
Feb 202658.1%23.1%11.3%7.2%0.28%0.02%
Mar 202658.3%22.2%11.6%7.5%0.32%0.04%
Apr 202653.7%26.6%11.5%7.8%0.31%0.04%
May 202656.4%23.9%11.4%8.1%0.24%0.02%
Jun 202656.5%24%11%8.2%0.23%0.03%
Jul 202655.8%24.4%11.5%8%0.29%0.02%
Aug 202657.4%24.4%9.8%8.1%0.33%0.03%
Sep 202655.1%25.9%11.3%7.4%0.26%0.05%

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

3 findings
  • Apple AirPods was ahead of JBL in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Apple AirPods’ share of searches among earphones brands in New Zealand moved from 55.4% to 55.1%, and its estimated monthly branded searches moved from 73.7K to 83.7K.
  • Across the 12 months ending September 2026, JBL’s share of searches among earphones brands in New Zealand moved from 23.9% to 25.9%, and its estimated monthly branded searches moved from 31.8K to 39.3K.

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

2 changes

  1. In September 2026, JBL gained share of searches among earphones brands in New Zealand, from 24.4% to 25.9%.

  2. In September 2026, Apple AirPods lost share of searches among earphones brands in New Zealand, from 57.4% to 55.1%.

How are branded searches counted?

24 search terms

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

JBL

12 branded search terms

  • jbl
  • jbl bluetooth speaker
  • jbl boombox 4
  • jbl boombox3
  • jbl ear buds
  • jbl earbuds
  • jbl mic
  • jbl partybox
  • jbl partybox 320
  • jbl sound bar
  • jbl speaker
  • jbl wireless mic

How the Brand Demand Index is measured

Other head-to-heads among earphones brands

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