How popular isApple iPhone?
In September 2026, people searched for Apple iPhone by name about 673,000 times in the United Kingdom, a 123.6% increase from the previous year. These searches made up 63.3% of all United Kingdom smartphone brand searches, placing Apple iPhone first out of 11 brands. When we asked both ChatGPT and Google AI Overviews about smartphone brands, Apple iPhone appeared in all answers and was the third most recommended of the 11.
Apple iPhone is the most searched of 11 competitors and the third most recommended in AI answers.
Apple iPhoneShare of searches 63.3%Mentioned in 5 of 5 AI answersPlace in AI recommendations 3rd
Google PixelShare of searches 10.9%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
Samsung GalaxyShare of searches 9.4%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
NothingShare of searches 7%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th
OnePlusShare of searches 2.9%Mentioned in 1 of 5 AI answersPlace in AI recommendations 7th
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Top smartphone brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Apple iPhone appeared in all five answers. Apple iPhone is the third most recommended of the 11.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Samsung Galaxy1st
- Google Pixel2nd
- Apple iPhone3rd
Motorola4th- Nothing5th
Xiaomi6th- OnePlus7th
OPPO8th
HONOR–
Sony–- +1 more
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Apple iPhone5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Samsung Galaxy5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Google Pixel4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Nothing2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Motorola2 of 5Named in 1 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
- OPPO1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Xiaomi1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- HONOR0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Sony0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about smartphone brands
5 answers
Asked ChatGPT
“Which phone should I buy in the UK?”
Asked ChatGPT
“What are the best smartphone brands?”
Asked ChatGPT
“What is the best phone for the money?”
Searched Google, AI Overview
“smartphone”
Searched Google, AI Overview
“best phone”
Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 26, 2026.
Which smartphone brands compete with Apple iPhone?
Share of searches by month for Apple iPhone, Google Pixel, Samsung Galaxy, Nothing, OnePlus, HONOR. The figures are in the table below the chart.
View monthly share of searches table
| Month | Apple iPhone | Google Pixel | Samsung Galaxy | Nothing | OnePlus | HONOR | OPPO | Sony | Xiaomi | Motorola | vivo |
|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 46.5% | 12.3% | 15.2% | 7.6% | 8.5% | 2.8% | 1.5% | 2.3% | 1.9% | 1% | 0.45% |
| Nov 2025 | 47% | 14.8% | 15.3% | 6.3% | 8.3% | 2.8% | 1.3% | 1.5% | 1.3% | 1% | 0.31% |
| Dec 2025 | 51.7% | 13.3% | 13.8% | 7% | 6.2% | 2.5% | 1.1% | 1.7% | 1.1% | 1.1% | 0.34% |
| Jan 2026 | 48.1% | 12.5% | 13.1% | 9.7% | 7% | 3.5% | 1.3% | 1.9% | 1.3% | 1.1% | 0.38% |
| Feb 2026 | 49.4% | 12.9% | 13.2% | 9.9% | 5.9% | 3% | 1.3% | 2% | 0.89% | 1.1% | 0.39% |
| Mar 2026 | 50.7% | 13.4% | 11.3% | 10.2% | 7.2% | 2.5% | 1.1% | 1.4% | 0.91% | 0.91% | 0.33% |
| Apr 2026 | 55.7% | 12% | 10.2% | 9.2% | 5.5% | 2.2% | 1.2% | 1.8% | 0.82% | 1% | 0.36% |
| May 2026 | 55.1% | 11.7% | 10% | 9.1% | 5.4% | 2.7% | 1.2% | 2.2% | 1.2% | 0.99% | 0.36% |
| Jun 2026 | 53.4% | 13.9% | 9.7% | 10.7% | 4.4% | 2.6% | 1.2% | 1.4% | 1.2% | 1.2% | 0.28% |
| Jul 2026 | 51.3% | 13.4% | 11.4% | 10.3% | 5.7% | 2.5% | 1.4% | 1.4% | 1.1% | 1.1% | 0.26% |
| Aug 2026 | 53.6% | 16.9% | 9.8% | 8.8% | 3.6% | 2.2% | 1.2% | 1.8% | 0.97% | 0.97% | 0.29% |
| Sep 2026 | 63.3% | 10.9% | 9.4% | 7% | 2.9% | 2.1% | 1.1% | 1.1% | 1.1% | 0.76% | 0.27% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 63.3% | 673K | +49.6% | +9.7 points | |
| 2, held 2nd | 10.9% | 115K | -18.5% | -6 points | |
| 3, held 3rd | 9.4% | 100K | +22.3% | -0.3 points | |
| 4, held 4th | 7% | 74K | 0% | -1.9 points | |
| 5, held 5th | 2.9% | 30.7K | +2.3% | -0.7 points | |
| 6, held 6th | 2.1% | 22.2K | +22.7% | -0.1 points | |
| 7, moved from 8th to 7th | 1.1% | 12.1K | +22.2% | 0 pointsmoved from 8th to 7th | |
| 8, moved from 7th to 8th | 1.1% | 12.1K | -18.2% | -0.6 pointsmoved from 7th to 8th | |
| 9, moved from 10th to 9th | 1.1% | 12.1K | +49.4% | +0.2 pointsmoved from 10th to 9th | |
| 10, moved from 9th to 10th | 0.76% | 8.1K | 0% | -0.2 pointsmoved from 9th to 10th | |
| 11, held 11th | 0.27% | 2.9K | +20.8% | 0 points |
63.3%
Held 1st. 673K estimated branded searches, +49.6% vs prior month. Share +9.7 points.
10.9%
Held 2nd. 115K estimated branded searches, -18.5% vs prior month. Share -6 points.
9.4%
Held 3rd. 100K estimated branded searches, +22.3% vs prior month. Share -0.3 points.
4.
Nothing7%
Held 4th. 74K estimated branded searches, 0% vs prior month. Share -1.9 points.
5.
OnePlus2.9%
Held 5th. 30.7K estimated branded searches, +2.3% vs prior month. Share -0.7 points.
6.
HONOR2.1%
Held 6th. 22.2K estimated branded searches, +22.7% vs prior month. Share -0.1 points.
7.
OPPO1.1%
Moved from 8th to 7th. 12.1K estimated branded searches, +22.2% vs prior month. Share 0 points.
8.
Sony1.1%
Moved from 7th to 8th. 12.1K estimated branded searches, -18.2% vs prior month. Share -0.6 points.
9.
Xiaomi1.1%
Moved from 10th to 9th. 12.1K estimated branded searches, +49.4% vs prior month. Share +0.2 points.
10.
Motorola0.76%
Moved from 9th to 10th. 8.1K estimated branded searches, 0% vs prior month. Share -0.2 points.
11.
vivo0.27%
Held 11th. 2.9K estimated branded searches, +20.8% vs prior month. Share 0 points.
Compare popularity between Apple iPhone and its closest rivals
Every comparison with Apple iPhone
10 comparisons
How has branded search demand for Apple iPhone changed in the United Kingdom over the last 12 months?
2 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Apple iPhone in the United Kingdom rose from 301K to 673K.
- Across the 12 months ending September 2026, Apple iPhone’s share of searches among smartphone brands in the United Kingdom increased from 46.5% to 63.3%.
How did search popularity change for United Kingdom smartphone brands in September 2026?
6 changes
In September 2026, Apple iPhone gained share of searches among smartphone brands in the United Kingdom, from 53.6% to 63.3%.
In September 2026, Google Pixel lost share of searches among smartphone brands in the United Kingdom, from 16.9% to 10.9%.
In September 2026, Nothing lost share of searches among smartphone brands in the United Kingdom, from 8.8% to 7%.
In September 2026, OnePlus lost share of searches among smartphone brands in the United Kingdom, from 3.6% to 2.9%.
In September 2026, Sony lost share of searches among smartphone brands in the United Kingdom, from 1.8% to 1.1%.
HONOR’s share of searches among smartphone brands in the United Kingdom has lost ground for 3 months in a row, from 2.6% to 2.1% in September 2026.
How are Apple iPhone’s branded searches counted?
1 search term
Brandwave collects information about searches that people make online using Apple iPhone’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.
- iphone
Who owns Apple iPhone?
Apple iPhone is owned by Apple. Brandwave also tracks Apple AirPods, Apple iPad, Apple MacBook and Apple Watch, owned by the same company, in the United Kingdom.
Do you work for Apple iPhone? To request corrections or removal please contact us via our support page and we will be happy to assist.
Is Apple iPhone your brand?
Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.