Apple iPad vs Microsoft Surface:Which is more popular?
In September 2026, Apple iPad had more branded searches than Microsoft Surface among tablet brands in New Zealand. Apple iPad had about 51,500 branded searches, while Microsoft Surface had 4,210. Apple iPad made up 81.6% of all tablet brand searches we track, and Microsoft Surface accounted for 6.7%. When we asked ChatGPT and Google AI Overviews about tablet brands, Apple iPad appeared in four of the five answers and Microsoft Surface in two. Apple iPad was mentioned before Microsoft Surface in two out of three answers.
Who do people search for more?
Apple iPad, about 12 searches for every 1 for Microsoft Surface
Who does AI mention more?
Apple iPad, mentioned in 4 of 5 answers, Microsoft Surface in 2
Who does AI recommend more?
Apple iPad, named ahead of Microsoft Surface in 2 of 3 answers
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Top tablet brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Apple iPad was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Microsoft Surface was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Apple iPad was listed before Microsoft Surface in two out of three answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
Samsung Galaxy Tab5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers- Apple iPad4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Lenovo Tab3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Microsoft Surface2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
TCL0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Amazon Fire Tablet0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about tablet brands
5 answers
Asked ChatGPT
“Which tablet brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best tablet brands in New Zealand?”
Asked ChatGPT
“What's the best tablet brand in New Zealand for everyday use?”
Searched Google, AI Overview
“best tablet”
Searched Google, AI Overview
“android tablet nz”
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 iPad or Microsoft Surface more popular in search?
This chart shows how often people search Google for Apple iPad and Microsoft Surface by name. Each line represents a brand's share of searches for all six tablet brands we track, month by month, from searches in New Zealand.
Share of searches by month for Apple iPad, Microsoft Surface. The figures are in the table below the chart.
View monthly share of searches table
| Month | Apple iPad | Microsoft Surface | Lenovo Tab | Samsung Galaxy Tab | TCL | Amazon Fire Tablet |
|---|---|---|---|---|---|---|
| Oct 2025 | 82.6% | 7.6% | 3.3% | 4% | 2.2% | 0.3% |
| Nov 2025 | 82.4% | 6.9% | 3.7% | 3.9% | 2.7% | 0.38% |
| Dec 2025 | 83.1% | 5.9% | 4.4% | 3.6% | 2.7% | 0.31% |
| Jan 2026 | 81.4% | 7.1% | 4.1% | 3.8% | 3.3% | 0.33% |
| Feb 2026 | 82.9% | 7.5% | 3.5% | 3.6% | 2.3% | 0.27% |
| Mar 2026 | 82.6% | 7.4% | 3.3% | 3.8% | 2.7% | 0.29% |
| Apr 2026 | 82.9% | 6.6% | 3.6% | 3.6% | 2.9% | 0.32% |
| May 2026 | 82.1% | 7.5% | 3.4% | 3.6% | 3% | 0.32% |
| Jun 2026 | 82.2% | 8.4% | 3.2% | 3.2% | 2.7% | 0.33% |
| Jul 2026 | 82.2% | 7.4% | 4% | 3.7% | 2.3% | 0.34% |
| Aug 2026 | 81.5% | 8% | 4.1% | 3.8% | 2.3% | 0.34% |
| Sep 2026 | 81.6% | 6.7% | 5% | 3.7% | 2.8% | 0.24% |
How has the Apple iPad and Microsoft Surface comparison changed over the last 12 months?
3 findings
- Apple iPad was ahead of Microsoft Surface in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Apple iPad’s share of searches among tablet brands in New Zealand moved from 82.6% to 81.6%, and its estimated monthly branded searches moved from 52.6K to 51.5K.
- Across the 12 months ending September 2026, Microsoft Surface’s share of searches among tablet brands in New Zealand moved from 7.6% to 6.7%, and its estimated monthly branded searches moved from 4.8K to 4.2K.
How did search popularity change for New Zealand tablet brands in September 2026?
1 change
In September 2026, Microsoft Surface lost share of searches among tablet brands in New Zealand, from 8% to 6.7%.
How are branded searches counted?
15 search terms
Brandwave collects information about searches that people make online using Apple iPad’s and Microsoft Surface’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 iPad
10 branded search terms
- apple ipad
- apple ipad pro
- ipad
- ipad ipad
- ipad pro
- ipad r
- ipad tab
- ipad tablet
- latest ipad
- refurbished ipad
Microsoft Surface
5 branded search terms
- microsoft surface tab
- microsoftsurface
- pc surface pro
- surface laptop tablet
- surface pro
Other head-to-heads among tablet brands
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