Smartphone brands in the United Kingdom:Which are most popular?

Name: Smartphone brands in the United Kingdom: Which are searched most?
Creator: Brandwave
License: https://creativecommons.org/licenses/by/4.0/

In September 2026, Apple iPhone was the most searched smartphone brand in the United Kingdom, accounting for 63.3% of all searches among the 11 brands we track. When we checked with ChatGPT and Google AI Overviews, Apple iPhone and Samsung Galaxy showed up in every answer. Samsung Galaxy was recommended most often, coming first in two out of four responses that gave a list.

Follow smartphone brands and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Track your brand in this set →

Top smartphone brands in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and two Google AI Overviews, Apple iPhone and Samsung Galaxy appeared every time. Samsung Galaxy was recommended most often, coming first in two out of four answers that gave a list. Google Pixel was second, and Apple iPhone was third. HONOR, which ranked sixth in searches, was not mentioned at all.

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.

How many AI answers named each brand
Brand	ChatGPT	Google	Answers that named it
Apple iPhone	Named in 3 of 3 ChatGPT answers	Named in 2 of 2 Google AI Overviews	5 of 5
Samsung Galaxy	Named in 3 of 3 ChatGPT answers	Named in 2 of 2 Google AI Overviews	5 of 5
Google Pixel	Named in 3 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	4 of 5
Nothing	Named in 2 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	2 of 5
Motorola	Named in 1 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	2 of 5
OnePlus	Named in 1 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	1 of 5
OPPO	Named in 0 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	1 of 5
Xiaomi	Named in 1 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	1 of 5
HONOR	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Sony	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
vivo	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5

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
vivo0 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?”
1. 1Samsung Galaxy
2. 2Google Pixel
3. 3Xiaomi
4. 4OnePlus
5. 5Motorola
6. 6Nothing
7. 7Apple iPhone
Asked ChatGPT
“What is the best phone for the money?”
Searched Google, AI Overview
“smartphone”
Searched Google, AI Overview
“best phone”

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 smartphone brands do people search for most?

This chart shows how often people search Google for each smartphone brand by name. Each line represents a brand's share of searches for all 11 smartphone brands we track, month by month, from searches in United Kingdom.

Share of searches among smartphone brands in the United Kingdom, by month

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	Apple iPhone Apple	63.3%	673K	+49.6%	+9.7 points
2, held 2nd	Google Pixel Google	10.9%	115K	-18.5%	-6 points
3, held 3rd	Samsung Galaxy Samsung	9.4%	100K	+22.3%	-0.3 points
4, held 4th	Nothing	7%	74K	0%	-1.9 points
5, held 5th	OnePlus	2.9%	30.7K	+2.3%	-0.7 points
6, held 6th	HONOR	2.1%	22.2K	+22.7%	-0.1 points
7, moved from 8th to 7th	OPPO	1.1%	12.1K	+22.2%	0 pointsmoved from 8th to 7th
8, moved from 7th to 8th	Sony	1.1%	12.1K	-18.2%	-0.6 pointsmoved from 7th to 8th
9, moved from 10th to 9th	Xiaomi	1.1%	12.1K	+49.4%	+0.2 pointsmoved from 10th to 9th
10, moved from 9th to 10th	Motorola	0.76%	8.1K	0%	-0.2 pointsmoved from 9th to 10th
11, held 11th	vivo	0.27%	2.9K	+20.8%	0 points

1.Apple iPhone
63.3%
Held 1st. 673K estimated branded searches, +49.6% vs prior month. Share +9.7 points.
2.Google Pixel
10.9%
Held 2nd. 115K estimated branded searches, -18.5% vs prior month. Share -6 points.
3.Samsung Galaxy
9.4%
Held 3rd. 100K estimated branded searches, +22.3% vs prior month. Share -0.3 points.
4.Nothing
7%
Held 4th. 74K estimated branded searches, 0% vs prior month. Share -1.9 points.
5.OnePlus
2.9%
Held 5th. 30.7K estimated branded searches, +2.3% vs prior month. Share -0.7 points.
6.HONOR
2.1%
Held 6th. 22.2K estimated branded searches, +22.7% vs prior month. Share -0.1 points.
7.OPPO
1.1%
Moved from 8th to 7th. 12.1K estimated branded searches, +22.2% vs prior month. Share 0 points.
8.Sony
1.1%
Moved from 7th to 8th. 12.1K estimated branded searches, -18.2% vs prior month. Share -0.6 points.
9.Xiaomi
1.1%
Moved from 10th to 9th. 12.1K estimated branded searches, +49.4% vs prior month. Share +0.2 points.
10.Motorola
0.76%
Moved from 9th to 10th. 8.1K estimated branded searches, 0% vs prior month. Share -0.2 points.
11.vivo
0.27%
Held 11th. 2.9K estimated branded searches, +20.8% vs prior month. Share 0 points.

Which brand is most popular in search among smartphone brands in the United Kingdom?

11 brands

In September 2026, Apple iPhone was the most searched among smartphone brands in the United Kingdom, with an estimated 673K branded searches, 63.3% of all searches for the 11 we track. Google Pixel is in 2nd place, 52.5 percentage points behind at 10.9%.

United Kingdom smartphone brands, last 12 months ending September 2026
Brand	Share of searches	Peak	Low	Rank
Apple iPhone	46.5% → 63.3%	63.3%Sep 2026	46.5%Oct 2025	1st
Google Pixel	12.3% → 10.9%	16.9%Aug 2026	10.9%Sep 2026	3rd → 2nd
Samsung Galaxy	15.2% → 9.4%	15.3%Nov 2025	9.4%Sep 2026	2nd → 3rd
Nothing	7.6% → 7%	10.7%Jun 2026	6.3%Nov 2025	5th → 4th
OnePlus	8.5% → 2.9%	8.5%Oct 2025	2.9%Sep 2026	4th → 5th
HONOR	2.8% → 2.1%	3.5%Jan 2026	2.1%Sep 2026	6th
OPPO	1.5% → 1.1%	1.5%Oct 2025	1.1%Mar 2026	9th → 7th
Sony	2.3% → 1.1%	2.3%Oct 2025	1.1%Sep 2026	7th → 8th
Xiaomi	1.9% → 1.1%	1.9%Oct 2025	0.82%Apr 2026	8th → 9th
Motorola	1% → 0.76%	1.2%Jun 2026	0.76%Sep 2026	10th
vivo	0.45% → 0.27%	0.45%Oct 2025	0.26%Jul 2026	11th

Each finding as a sentence

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%.
Across the 12 months ending September 2026, Google Pixel’s share of searches among smartphone brands in the United Kingdom decreased from 12.3% to 10.9%.
Across the 12 months ending September 2026, Samsung Galaxy’s share of searches among smartphone brands in the United Kingdom decreased from 15.2% to 9.4%.
Across the 12 months ending September 2026, Nothing’s share of searches among smartphone brands in the United Kingdom decreased from 7.6% to 7%.
Across the 12 months ending September 2026, OnePlus’ share of searches among smartphone brands in the United Kingdom decreased from 8.5% to 2.9%.
Across the 12 months ending September 2026, HONOR’s share of searches among smartphone brands in the United Kingdom decreased from 2.8% to 2.1%.
Across the 12 months ending September 2026, Sony’s share of searches among smartphone brands in the United Kingdom decreased from 2.3% to 1.1%.
Across the 12 months ending September 2026, Xiaomi’s share of searches among smartphone brands in the United Kingdom decreased from 1.9% to 1.1%.
Across the 12 months ending September 2026, Google Pixel’s share of searches among smartphone brands in the United Kingdom peaked at 16.9% in August 2026 and was lowest at 10.9% in September 2026.
Across the 12 months ending September 2026, Samsung Galaxy’s share of searches among smartphone brands in the United Kingdom peaked at 15.3% in November 2025 and was lowest at 9.4% in September 2026.
Across the 12 months ending September 2026, Nothing’s share of searches among smartphone brands in the United Kingdom peaked at 10.7% in June 2026 and was lowest at 6.3% in November 2025.
Across the 12 months ending September 2026, HONOR’s share of searches among smartphone brands in the United Kingdom peaked at 3.5% in January 2026 and was lowest at 2.1% in September 2026.
Across the 12 months ending September 2026, Xiaomi’s share of searches among smartphone brands in the United Kingdom peaked at 1.9% in October 2025 and was lowest at 0.82% in April 2026.
Across the 12 months ending September 2026, Google Pixel rose from 3rd to 2nd among smartphone brands in the United Kingdom.
Across the 12 months ending September 2026, Samsung Galaxy fell from 2nd to 3rd among smartphone brands in the United Kingdom.
Across the 12 months ending September 2026, Nothing rose from 5th to 4th among smartphone brands in the United Kingdom.
Across the 12 months ending September 2026, OnePlus fell from 4th to 5th among smartphone brands in the United Kingdom.
Across the 12 months ending September 2026, OPPO rose from 9th to 7th among smartphone brands in the United Kingdom.
Across the 12 months ending September 2026, Sony fell from 7th to 8th among smartphone brands in the United Kingdom.
Across the 12 months ending September 2026, Xiaomi fell from 8th to 9th among smartphone brands in the United Kingdom.
Across the 12 months ending September 2026, Motorola and vivo held steady: their share of searches among smartphone brands in the United Kingdom each moved less than 0.5 percentage points.

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

8 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.
In September 2026, OPPO rose from 8th to 7th among smartphone brands in the United Kingdom.
In September 2026, Xiaomi rose from 10th to 9th among smartphone brands in the United Kingdom.

How are branded searches counted for smartphone brands?

14 search terms

Each brand's share of searches among smartphone brands comes from the terms listed under its name. When people mostly search for a brand because of something else it sells, only the searches that name this product count here.