Brandwave

Apple AirPods vs Bose:Which is more popular?

In September 2026, Apple AirPods had more branded searches than Bose among headphone brands in New Zealand. Apple AirPods had about 83,800 branded searches, while Bose had 14,000. Apple AirPods made up 43.8% of all headphone brand searches we track, and Bose accounted for 7.3%. When we asked ChatGPT and Google AI Overviews about headphone brands, Bose appeared in all five answers and Apple AirPods in two. Bose was mentioned before Apple AirPods in four out of five answers.

Among headphone brands in New Zealand in September 2026

Who do people search for more?

Apple AirPods, about 6 searches for every 1 for Bose

Apple AirPods 83.8K searchesBose 14K searches

Who does AI mention more?

Bose, mentioned in every answer we collected

Bose in 5 of 5Apple AirPods in 2 of 5

Who does AI recommend more?

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

Bose first in 4Apple AirPods first in 1

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Top headphone brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Bose appeared in all five answers. Apple AirPods was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Bose was listed before Apple AirPods 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. Bose2nd
  3. Sennheiser3rd
  4. JBL4th
  5. Apple AirPods5th
  6. Soundcore6th
  7. Skullcandy7th
  8. Beats–
  9. Jabra–
  10. 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
  • Bose5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Sennheiser5 of 5Named in 3 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
  • Soundcore3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Apple AirPods2 of 5Named in 1 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
  • Jabra0 of 5Named in 0 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 headphone 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 ten headphone brands we track, month by month, from searches in New Zealand.

Apple AirPods and Bose among headphone 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 AirPodsJBLSonyBoseSennheiserSkullcandyBeatsJabraSoundcoreMarshall
Oct 202544.7%22.2%13.6%8.9%3.5%3%2.2%1.1%0.44%0.38%
Nov 202544.3%23.4%14.1%8.8%3.2%2.7%2%0.8%0.33%0.41%
Dec 202540.1%30.4%12.6%8%3%2.6%1.9%0.67%0.3%0.39%
Jan 202642.7%25.6%14%7.9%3.2%2.8%2%0.99%0.38%0.41%
Feb 202647%22.3%13.4%7.2%3.3%3%2%1%0.42%0.37%
Mar 202646.9%21.1%14%7.5%3.6%3.1%2%0.96%0.47%0.42%
Apr 202643.7%24.8%13.5%7.8%3.6%2.9%2%0.95%0.39%0.42%
May 202645.1%22.7%13.4%8%4.1%3%1.9%0.92%0.43%0.44%
Jun 202645.4%22.1%13.1%8.3%4.6%3%1.7%0.79%0.52%0.45%
Jul 202644.4%23%13.4%8%4.7%3%1.8%0.84%0.42%0.35%
Aug 202645.6%22.5%12.4%8.3%4%3.7%1.9%0.8%0.47%0.36%
Sep 202643.8%23.7%13.4%7.3%3.6%3.6%3%0.7%0.46%0.42%

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

3 findings
  • Apple AirPods was ahead of Bose in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Apple AirPods’ share of searches among headphone brands in New Zealand moved from 44.7% to 43.8%, and its estimated monthly branded searches moved from 73.9K to 83.8K.
  • Across the 12 months ending September 2026, Bose’s share of searches among headphone brands in New Zealand moved from 8.9% to 7.3%, and its estimated monthly branded searches moved from 14.7K to 14K.

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

2 changes

  1. In September 2026, Apple AirPods lost share of searches among headphone brands in New Zealand, from 45.6% to 43.8%.

  2. In September 2026, Bose lost share of searches among headphone brands in New Zealand, from 8.3% to 7.3%.

How are branded searches counted?

25 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

15 branded search terms

  • 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

Bose

10 branded search terms

  • bose
  • bose cancelling headphones
  • bose ear phones
  • bose earbuds
  • bose earphones
  • bose open earbuds
  • bose qc
  • bose qc earbuds
  • bose qc headphones
  • bose speakers

How the Brand Demand Index is measured

Other head-to-heads among headphone brands

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