Brandwave

Apple Watch vs Fitbit:Which is more popular?

In September 2026, Apple Watch had more branded searches than Fitbit among smartwatch and fitness tracker brands in New Zealand. Apple Watch had about 48,000 branded searches, while Fitbit had 15,300. Apple Watch made up 35.2% of all smartwatch and fitness tracker brand searches we track, and Fitbit accounted for 11.2%. When we asked ChatGPT and Google AI Overviews about smartwatch and fitness tracker brands, both Apple Watch and Fitbit appeared in all four answers. Fitbit was mentioned before Apple Watch in three out of four answers.

Among smartwatch and fitness tracker brands in New Zealand in September 2026

Who do people search for more?

Apple Watch, about 3 searches for every 1 for Fitbit

Apple Watch 48K searchesFitbit 15.3K searches

Who does AI mention more?

Both are mentioned in every answer we collected.

Apple Watch in 4 of 4Fitbit in 4 of 4

Who does AI recommend more?

Fitbit, named ahead of Apple Watch in 3 of 4 answers

Fitbit first in 3Apple Watch first in 1

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Top smartwatch and fitness tracker brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, both Apple Watch and Fitbit showed up in all four answers. Fitbit was listed before Apple Watch in three of them.

Most recommended by AI

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

  1. Garmin1st
  2. Fitbit2nd
  3. Huawei3rd
  4. Samsung Galaxy Watch4th
  5. Apple Watch5th
  6. Polar6th
  7. WHOOP7th
  8. Oura–
  9. COROS–

Mentioned by AI

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

  • Apple Watch4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Garmin4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Fitbit4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Samsung Galaxy Watch4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Huawei3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • WHOOP1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Polar1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Oura0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • COROS0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about smartwatch and fitness tracker brands

4 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 Watch or Fitbit more popular in search?

This chart shows how often people search Google for Apple Watch and Fitbit by name. Each line represents a brand's share of searches for all nine smartwatch and fitness tracker brands we track, month by month, from searches in New Zealand.

Apple Watch and Fitbit among smartwatch and fitness tracker brands in New Zealand, by month

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

View monthly share of searches table
MonthApple WatchGarminFitbitOuraWHOOPCOROSHuaweiSamsung Galaxy WatchPolar
Oct 202536.2%35.4%11.1%6.4%4.7%2.1%2.1%1.8%0.25%
Nov 202534.8%35.8%10.6%8.7%4.4%1.7%2%1.8%0.24%
Dec 202538.6%32%10.6%8.6%4.4%1.5%2.4%1.8%0.19%
Jan 202629.6%36.8%11.3%9.5%6.5%2.1%2.1%1.9%0.27%
Feb 202634.4%35.8%10.9%7.7%5.7%1.9%1.7%1.6%0.25%
Mar 202632%39%10.4%7.1%5.1%2.2%1.8%2%0.29%
Apr 202629.9%38.6%11.2%8.1%5.9%2.3%2.2%1.6%0.27%
May 202628.2%38.7%12.6%9.3%5.7%2.1%1.7%1.5%0.25%
Jun 202629.9%33%13%14.1%4.7%1.8%1.7%1.6%0.23%
Jul 202630.1%34.2%11.5%11.9%5.9%2%1.8%2.4%0.23%
Aug 202630.9%35.5%11.8%10.5%5.1%2.4%1.9%1.7%0.24%
Sep 202635.2%32.2%11.2%9.8%5.7%2.1%2.1%1.3%0.22%

How has the Apple Watch and Fitbit comparison changed over the last 12 months?

3 findings

How did search popularity change for New Zealand smartwatch and fitness tracker brands in September 2026?

2 changes

  1. In September 2026, Apple Watch overtook Garmin to become the leader among smartwatch and fitness tracker brands in New Zealand, with 35.2% of the searches.

  2. In September 2026, Fitbit lost share of searches among smartwatch and fitness tracker brands in New Zealand, from 11.8% to 11.2%.

How are branded searches counted?

21 search terms

Brandwave collects information about searches that people make online using Apple Watch’s and Fitbit’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 Watch

9 branded search terms

  • apple watch
  • apple watch smartwatch
  • apple watch watch
  • applewatch
  • applewatch se
  • applewatch smartwatch
  • applewatch ultra
  • applewatch watch
  • latest apple watch

Fitbit

12 branded search terms

  • fitbit
  • fitbit charger
  • fitbit fitness tracker
  • fitbit google
  • fitbit inspire
  • fitbit inspire 2
  • fitbit inspire 3
  • fitbit luxe
  • fitbit sense
  • fitbit smartwatch
  • fitbit versa
  • fitbit watch

How the Brand Demand Index is measured

Other head-to-heads among smartwatch and fitness tracker brands

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