Brandwave

Apple Certified Refurbished vs giffgaff:Which is more popular?

In September 2026, Apple Certified Refurbished had more branded searches than giffgaff among refurbished phone retailers in the United Kingdom. Apple Certified Refurbished had about 97,100 branded searches, while giffgaff had 9,900. Apple Certified Refurbished made up 13.6% of all refurbished phone retailer searches we track, and giffgaff accounted for 1.4%. When we asked ChatGPT and Google AI Overviews about refurbished phone retailers, Apple Certified Refurbished appeared in four of the five answers and giffgaff in three. Apple Certified Refurbished was mentioned before giffgaff in three out of four answers.

Among refurbished phone retailers in the United Kingdom in September 2026

Who do people search for more?

Apple Certified Refurbished, about 10 searches for every 1 for giffgaff

Apple Certified Refurbished 97.1K searchesgiffgaff 9.9K searches

Who does AI mention more?

Apple Certified Refurbished, mentioned in 4 of 5 answers, giffgaff in 3

Apple Certified Refurbished in 4 of 5giffgaff in 3 of 5

Who does AI recommend more?

Apple Certified Refurbished, named ahead of giffgaff in 3 of 4 answers

Apple Certified Refurbished first in 3giffgaff first in 1

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Top refurbished phone retailers in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Apple Certified Refurbished was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. giffgaff was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Apple Certified Refurbished was listed before giffgaff in three out of four answers.

Most recommended by AI

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

  1. Apple Certified Refurbished1st
  2. Back Market2nd
  3. giffgaff3rd
  4. Samsung4th
  5. musicMagpie–
  6. Envirofone–
  7. 4gadgets–

Mentioned by AI

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

  • Back Market4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Apple Certified Refurbished4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • giffgaff3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Samsung3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • musicMagpie1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Envirofone0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • 4gadgets0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about refurbished phone retailers

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 27, 2026.

Is Apple Certified Refurbished or giffgaff more popular in search?

This chart shows how often people search Google for Apple Certified Refurbished and giffgaff by name. Each line represents a brand's share of searches for all seven refurbished phone retailers we track, month by month, from searches in United Kingdom.

Apple Certified Refurbished and giffgaff among refurbished phone retailers in the United Kingdom, by month

Share of searches by month for Apple Certified Refurbished, giffgaff. The figures are in the table below the chart.

View monthly share of searches table
MonthBack MarketApple Certified RefurbishedmusicMagpieEnvirofonegiffgaff4gadgetsSamsung
Oct 202578.6%11.5%5.8%2.1%1.2%0.63%0.23%
Nov 202579%11.3%5.8%1.7%1.4%0.52%0.19%
Dec 202581.7%9.6%4.9%1.8%1.2%0.54%0.15%
Jan 202677.8%11.2%7%2.1%1.1%0.62%0.17%
Feb 202677.8%11.2%7%2.1%1.1%0.61%0.19%
Mar 202676.8%13.6%5.7%2.1%1.1%0.61%0.17%
Apr 202678.8%11.4%5.8%2.1%1.2%0.63%0.18%
May 202680.6%9.5%5.9%1.8%1.5%0.52%0.18%
Jun 202680.5%9.6%5.9%1.8%1.4%0.52%0.18%
Jul 202678.9%11.4%5.8%1.7%1.4%0.51%0.23%
Aug 202679.2%11.4%5.8%1.7%1.2%0.42%0.19%
Sep 202676.8%13.6%5.7%2.1%1.4%0.4%0.18%

giffgaff sells other things too, so only its searches that name this product count here, like “giffgaff refurbished”.

How has the Apple Certified Refurbished and giffgaff comparison changed over the last 12 months?

3 findings

How did search popularity change for United Kingdom refurbished phone retailers in September 2026?

2 changes

  1. In September 2026, Apple Certified Refurbished gained share of searches among refurbished phone retailers in the United Kingdom, from 11.4% to 13.6%.

  2. Estimated monthly branded searches for giffgaff in the United Kingdom rose 50% over 12 measured months, from 6.6K to 9.9K in September 2026.

How are branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using Apple Certified Refurbished’s and giffgaff’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 Certified Refurbished

2 branded search terms

  • apple certified refurbished
  • apple refurbished

giffgaff

1 branded search term

  • giffgaff refurbished

How the Brand Demand Index is measured

Other head-to-heads among refurbished phone retailers

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