Brandwave

How popular isMicrosoft Surface?

In September 2026, people searched for Microsoft Surface by name about 154,000 times in the United States, a 31.5% decrease from the previous year. These searches made up 6.4% of all United States tablet brand searches, placing Microsoft Surface third out of eight brands. When we asked both ChatGPT and Google AI Overviews about tablet brands, Microsoft Surface appeared in two of the five answers and was the joint third most recommended of the eight.

Search and AI answers in September 2026

Microsoft Surface is the third most searched of 8 competitors and the joint third most recommended in AI answers.

  1. Apple iPadShare of searches 79.9%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
  2. Samsung Galaxy TabShare of searches 8.9%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  3. Microsoft SurfaceShare of searches 6.4%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
  4. Amazon Fire TabletShare of searches 1.8%Mentioned in 1 of 5 AI answersPlace in AI recommendations 6th
  5. Lenovo TabShare of searches 1.8%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd

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Top tablet brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and 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. Microsoft Surface is the joint third most recommended of the eight.

Most recommended by AI

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

  1. Apple iPad1st
  2. Samsung Galaxy Tab1st
  3. Microsoft Surface3rd
  4. Lenovo Tab3rd
  5. OnePlus5th
  6. Amazon Fire Tablet6th
  7. Google Pixel–
  8. TCL–

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 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 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • OnePlus2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Amazon Fire Tablet1 of 5Named in 1 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
  • TCL0 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 States on October 26, 2026.

Which tablet brands compete with Microsoft Surface?

Microsoft Surface against tablet brands in the United States, by month

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

View monthly share of searches table
MonthApple iPadSamsung Galaxy TabMicrosoft SurfaceAmazon Fire TabletLenovo TabGoogle PixelTCLOnePlus
Oct 202573.9%10.2%10%2.5%1.3%1.6%0.27%0.22%
Nov 202584.2%6.6%5.6%1.5%1%0.83%0.17%0.14%
Dec 202584.8%6.6%4.6%1.9%1%0.84%0.17%0.14%
Jan 202678.5%8.8%7.7%2.1%1.4%0.95%0.28%0.19%
Feb 202678.8%8.9%7.8%1.8%1.4%0.78%0.35%0.19%
Mar 202677.2%9.1%8.5%2.1%1.7%0.94%0.28%0.18%
Apr 202678.9%8.9%7.8%1.8%1.4%0.78%0.28%0.19%
May 202674.9%10.3%9.1%2.5%1.7%1.1%0.33%0.22%
Jun 202676.8%9%8.5%2.1%1.7%1.4%0.34%0.18%
Jul 202677.7%9.1%7.7%2.1%1.7%1.2%0.34%0.18%
Aug 202677.9%8.7%8.5%1.7%1.7%0.94%0.28%0.15%
Sep 202679.9%8.9%6.4%1.8%1.8%0.79%0.29%0.15%

  1. 1.Apple iPad

    79.9%

    Held 1st. 1.5M estimated branded searches, 0% vs prior month. Share +1.9 points.

  2. 2.Samsung Galaxy Tab

    8.9%

    Held 2nd. 168K estimated branded searches, 0% vs prior month. Share +0.2 points.

  3. 3.Microsoft Surface

    6.4%

    Held 3rd. 121K estimated branded searches, -26.4% vs prior month. Share -2.1 points.

  4. 4.Amazon Fire Tablet

    1.8%

    Held 4th. 33.1K estimated branded searches, 0% vs prior month. Share 0 points.

  5. 5.Lenovo Tab

    1.8%

    Held 5th. 33.1K estimated branded searches, 0% vs prior month. Share 0 points.

  6. 6.Google Pixel

    0.79%

    Held 6th. 14.8K estimated branded searches, -18.2% vs prior month. Share -0.2 points.

  7. 7.TCL

    0.29%

    Held 7th. 5.4K estimated branded searches, 0% vs prior month. Share 0 points.

  8. 8.OnePlus

    0.15%

    Held 8th. 2.9K 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 Microsoft Surface and its closest rivals

Every comparison with Microsoft Surface

19 comparisons

How has branded search demand for Microsoft Surface changed in the United States over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Microsoft Surface in the United States fell from 225K to 154K.
  • Across the 12 months ending September 2026, Microsoft Surface’s share of searches among tablet brands in the United States decreased from 10% to 6.4%.
  • Across the 12 months ending September 2026, Microsoft Surface’s share of searches among tablet brands in the United States peaked at 10% in October 2025 and was lowest at 4.6% in December 2025.

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

6 changes

  1. In September 2026, Apple iPad gained share of searches among tablet brands in the United States, from 77.9% to 79.9%.

  2. In September 2026, Microsoft Surface lost share of searches among tablet brands in the United States, from 8.5% to 6.4%.

  3. Google Pixel’s share of searches among tablet brands in the United States has lost ground for 3 months in a row, from 1.4% to 0.79% in September 2026.

  4. Estimated monthly branded searches for Lenovo Tab in the United States rose 49.1% over 12 measured months, from 22.2K to 33.1K in September 2026.

  5. Estimated monthly branded searches for TCL in the United States rose 22.7% over 12 measured months, from 4.4K to 5.4K in September 2026.

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

How are Microsoft Surface’s branded searches counted?

3 search terms

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

  • microsoft surface
  • surface laptop
  • surface pro

How the Brand Demand Index is measured

Who owns Microsoft Surface?

Microsoft Surface is owned by Microsoft. Brandwave also tracks LinkedIn and Microsoft Dynamics 365, owned by the same company, in the United States.

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

Where does Microsoft Surface compete?

Microsoft Surface is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Tablet brands3rd of 86.4%Shown above
Laptop brands8th of 132%Show ranking
Creator with pink hair and a pink jacket

Is Microsoft Surface 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.

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