Brandwave

How popular isApple iPad?

In September 2026, people searched for Apple iPad by name about 450,000 times in the United Kingdom, an 18.2% decrease from the previous year. These searches made up 70.8% of all United Kingdom tablet brand searches, placing Apple iPad first out of nine brands. When we asked both ChatGPT and Google AI Overviews about tablet brands, Apple iPad appeared in three of the five answers and was the most recommended of the nine.

Search and AI answers in September 2026

Apple iPad is the most searched of 9 competitors and the most recommended in AI answers.

  1. Apple iPadShare of searches 70.8%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
  2. Samsung Galaxy TabShare of searches 14%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  3. Microsoft SurfaceShare of searches 5.2%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th
  4. Lenovo TabShare of searches 4.3%Mentioned in 2 of 5 AI answersPlace in AI recommendations 6th
  5. Amazon Fire TabletShare of searches 2.8%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

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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 three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Apple iPad is the most recommended of the nine.

Most recommended by AI

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

  1. Apple iPad1st
  2. Samsung Galaxy Tab2nd
  3. OnePlus3rd
  4. Xiaomi4th
  5. Microsoft Surface5th
  6. Lenovo Tab6th
  7. Amazon Fire Tablet–
  8. HONOR–
  9. Google Pixel–

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
  • Xiaomi4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Apple iPad3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Microsoft Surface2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Lenovo Tab2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • HONOR1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • OnePlus1 of 5Named in 1 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
  • Google Pixel0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about tablet brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 26, 2026.

Which tablet brands compete with Apple iPad?

Apple iPad against tablet brands in the United Kingdom, by month

Share of searches by month for Apple iPad, Samsung Galaxy Tab, Microsoft Surface, Lenovo Tab, Amazon Fire Tablet. The figures are in the table below the chart.

View monthly share of searches table
MonthApple iPadSamsung Galaxy TabMicrosoft SurfaceLenovo TabAmazon Fire TabletHONORGoogle PixelXiaomiOnePlus
Oct 202572%13.8%5.3%3.5%2.9%1.1%0.71%0.47%0.31%
Nov 202574.6%12.4%4%3.7%3%1.1%0.6%0.33%0.26%
Dec 202574.9%12.5%3.3%3.7%3%1.3%0.6%0.32%0.27%
Jan 202671.2%14%5.2%4.3%2.3%1.6%0.7%0.38%0.3%
Feb 202670.7%14%5.7%4.3%2.3%1.6%0.69%0.46%0.31%
Mar 202669.8%13.8%6.2%4.2%2.8%1.5%0.83%0.46%0.3%
Apr 202669.1%14.1%6.2%5.1%2.8%1.2%0.67%0.44%0.37%
May 202668.5%14%6.1%5.1%3.4%1.5%0.66%0.43%0.36%
Jun 202669.2%13.7%6.2%5.1%2.8%1.5%0.67%0.55%0.3%
Jul 202670.8%14%5.2%4.3%2.8%1.6%0.68%0.45%0.31%
Aug 202670.2%13.8%5.6%4.2%2.8%1.5%1%0.46%0.25%
Sep 202670.8%14%5.2%4.3%2.8%1.6%0.69%0.46%0.2%

  1. 1.Apple iPad

    70.8%

    Held 1st. 450K estimated branded searches, +22.3% vs prior month. Share +0.6 points.

  2. 2.Samsung Galaxy Tab

    14%

    Held 2nd. 88.8K estimated branded searches, +22.3% vs prior month. Share +0.1 points.

  3. 3.Microsoft Surface

    5.2%

    Held 3rd. 32.9K estimated branded searches, +11.1% vs prior month. Share -0.5 points.

  4. 4.Lenovo Tab

    4.3%

    Held 4th. 27.1K estimated branded searches, +22.1% vs prior month. Share 0 points.

  5. 5.Amazon Fire Tablet

    2.8%

    Held 5th. 18.1K estimated branded searches, +22.3% vs prior month. Share 0 points.

  6. 6.HONOR

    1.6%

    Held 6th. 9.9K estimated branded searches, +22.2% vs prior month. Share 0 points.

  7. 7.Google Pixel

    0.69%

    Held 7th. 4.4K estimated branded searches, -18.5% vs prior month. Share -0.3 points.

  8. 8.Xiaomi

    0.46%

    Held 8th. 2.9K estimated branded searches, +20.8% vs prior month. Share 0 points.

  9. 9.OnePlus

    0.2%

    Held 9th. 1.3K estimated branded searches, 0% vs prior month. Share 0 points.

Google Pixel and OnePlus sell other things too, so only their searches that name this product count here, like “google pixel tablet”.

Compare popularity between Apple iPad and its closest rivals

Every comparison with Apple iPad

8 comparisons

How has branded search demand for Apple iPad changed in the United Kingdom over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Apple iPad in the United Kingdom fell from 550K to 450K.
  • Across the 12 months ending September 2026, Apple iPad’s share of searches among tablet brands in the United Kingdom decreased from 72% to 70.8%.
  • Across the 12 months ending September 2026, Apple iPad’s share of searches among tablet brands in the United Kingdom peaked at 74.9% in December 2025 and was lowest at 68.5% in May 2026.

How did search popularity change for United Kingdom tablet brands in September 2026?

6 changes

  1. In September 2026, Apple iPad gained share of searches among tablet brands in the United Kingdom, from 70.2% to 70.8%.

  2. Estimated monthly branded searches for HONOR in the United Kingdom rose 22.2% over 12 measured months, from 8.1K to 9.9K in September 2026.

  3. Estimated monthly branded searches for OnePlus in the United Kingdom fell 45.8% over 12 measured months, from 2.4K to 1.3K in September 2026.

  4. Estimated monthly branded searches for Xiaomi in the United Kingdom fell 19.4% over 12 measured months, from 3.6K to 2.9K in September 2026.

  5. Estimated monthly branded searches for Google Pixel in the United Kingdom fell 18.5% over 12 measured months, from 5.4K to 4.4K in September 2026.

  6. Estimated monthly branded searches for Amazon Fire Tablet in the United Kingdom fell 18.5% over 12 measured months, from 22.2K to 18.1K in September 2026.

How are Apple iPad’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Apple iPad’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • ipad

How the Brand Demand Index is measured

Who owns Apple iPad?

Apple iPad is owned by Apple. Brandwave also tracks Apple AirPods, Apple iPhone, Apple MacBook and Apple Watch, owned by the same company, in the United Kingdom.

Do you work for Apple iPad? To request corrections or removal please contact us via our support page and we will be happy to assist.

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