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 2% of all United States laptop brand searches, placing Microsoft Surface eighth out of 13 brands. When we asked both ChatGPT and Google AI Overviews about laptop brands, Microsoft Surface did not appear in any of the answers.
Microsoft Surface is the eighth most searched of 13 competitors and not listed in any AI answer.
Apple MacBookShare of searches 50.3%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
HPShare of searches 12.3%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th
DellShare of searches 8.2%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
LenovoShare of searches 8.2%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
Microsoft SurfaceShare of searches 2%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
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Top laptop brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Microsoft Surface did not appear in any of the five answers.
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.
- Apple MacBook5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Dell5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Lenovo3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
ASUS3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers- HP2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Alienware1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Acer1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
MSI1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Razer1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers- Microsoft Surface0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about laptop brands
5 answers
Asked ChatGPT
“Which laptop should I buy?”
Asked ChatGPT
“What are the best laptop brands?”
Asked ChatGPT
“What is the best laptop for college students?”
Searched Google, AI Overview
“laptop”
Searched Google, AI Overview
“best laptop”
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 laptop brands compete with Microsoft Surface?
Share of searches by month for Apple MacBook, HP, Dell, Lenovo, Alienware, ASUS, Framework, Microsoft Surface, Samsung. The figures are in the table below the chart.
View monthly share of searches table
| Month | Apple MacBook | HP | Dell | Lenovo | Alienware | ASUS | Framework | Microsoft Surface | Samsung | Acer | MSI | Razer | LG |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 44% | 13.1% | 10.8% | 7.2% | 7.2% | 3.2% | 4% | 4% | 1.8% | 1.8% | 1.5% | 0.97% | 0.65% |
| Nov 2025 | 49.9% | 12.3% | 8.2% | 6.7% | 8.2% | 3% | 3% | 2.5% | 1.7% | 1.7% | 1.4% | 0.9% | 0.6% |
| Dec 2025 | 46.7% | 14% | 9.4% | 7.7% | 7.7% | 3.4% | 2.8% | 2.3% | 1.5% | 1.9% | 1.3% | 0.84% | 0.56% |
| Jan 2026 | 42% | 15.3% | 10.3% | 8.4% | 6.9% | 3.1% | 5.6% | 2.1% | 1.7% | 1.7% | 1.4% | 0.92% | 0.62% |
| Feb 2026 | 45.3% | 13.5% | 11.1% | 7.4% | 6.1% | 3.3% | 5% | 2.2% | 1.8% | 1.5% | 1.2% | 0.81% | 0.67% |
| Mar 2026 | 55.2% | 11.1% | 7.5% | 7.5% | 5% | 2.7% | 3.3% | 2.2% | 1.8% | 1.2% | 1% | 0.82% | 0.55% |
| Apr 2026 | 46.9% | 11.5% | 9.4% | 7.7% | 6.3% | 3.5% | 6.3% | 2.3% | 1.9% | 1.5% | 1.3% | 0.84% | 0.56% |
| May 2026 | 48.2% | 11.8% | 9.7% | 7.9% | 6.5% | 2.9% | 4.3% | 2.4% | 1.9% | 1.6% | 1.3% | 0.87% | 0.58% |
| Jun 2026 | 48.8% | 12% | 8% | 9.8% | 6.6% | 2.9% | 2.9% | 2.9% | 1.6% | 1.6% | 1.3% | 0.88% | 0.59% |
| Jul 2026 | 47.5% | 11.6% | 9.5% | 9.5% | 6.4% | 3.5% | 3.5% | 2.3% | 1.9% | 1.6% | 1.3% | 0.85% | 0.57% |
| Aug 2026 | 51.8% | 10.4% | 8.6% | 8.6% | 5.7% | 3.1% | 3.8% | 2.1% | 1.7% | 1.7% | 1.2% | 0.77% | 0.51% |
| Sep 2026 | 50.3% | 12.3% | 8.2% | 8.2% | 6.7% | 3% | 3% | 2% | 2% | 1.7% | 1.1% | 0.74% | 0.6% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 50.3% | 823K | -17.7% | -1.5 points | |
| 2, held 2nd | 12.3% | 201K | 0% | +1.9 points | |
| 3, held 3rd | 8.2% | 135K | -18.2% | -0.3 points | |
| 4, held 4th | 8.2% | 135K | -18.2% | -0.3 points | |
| 5, held 5th | 6.7% | 110K | 0% | +1 points | |
| 6, moved from 7th to 6th | 3% | 49.5K | -18.2% | -0.1 pointsmoved from 7th to 6th | |
| 7, moved from 6th to 7th | 3% | 49.5K | -33.1% | -0.8 pointsmoved from 6th to 7th | |
| 8, held 8th | 2% | 33.1K | -18.3% | -0.1 points | |
| 9, moved from 10th to 9th | 2% | 33.1K | 0% | +0.3 pointsmoved from 10th to 9th | |
| 10, moved from 9th to 10th | 1.7% | 27.1K | -18.1% | -0.1 pointsmoved from 9th to 10th | |
| 11, held 11th | 1.1% | 18.1K | -18.5% | 0 points | |
| 12, held 12th | 0.74% | 12.1K | -18.2% | 0 points | |
| 13, held 13th | 0.6% | 9.9K | 0% | +0.1 points |
50.3%
Held 1st. 823K estimated branded searches, -17.7% vs prior month. Share -1.5 points.
2.
HP12.3%
Held 2nd. 201K estimated branded searches, 0% vs prior month. Share +1.9 points.
3.
Dell8.2%
Held 3rd. 135K estimated branded searches, -18.2% vs prior month. Share -0.3 points.
4.
Lenovo8.2%
Held 4th. 135K estimated branded searches, -18.2% vs prior month. Share -0.3 points.
6.7%
Held 5th. 110K estimated branded searches, 0% vs prior month. Share +1 points.
6.
ASUS3%
Moved from 7th to 6th. 49.5K estimated branded searches, -18.2% vs prior month. Share -0.1 points.
3%
Moved from 6th to 7th. 49.5K estimated branded searches, -33.1% vs prior month. Share -0.8 points.
Held 8th. 33.1K estimated branded searches, -18.3% vs prior month. Share -0.1 points.
9.
Samsung2%
Moved from 10th to 9th. 33.1K estimated branded searches, 0% vs prior month. Share +0.3 points.
10.
Acer1.7%
Moved from 9th to 10th. 27.1K estimated branded searches, -18.1% vs prior month. Share -0.1 points.
11.
MSI1.1%
Held 11th. 18.1K estimated branded searches, -18.5% vs prior month. Share 0 points.
12.
Razer0.74%
Held 12th. 12.1K estimated branded searches, -18.2% vs prior month. Share 0 points.
13.
LG0.6%
Held 13th. 9.9K estimated branded searches, 0% vs prior month. Share +0.1 points.
Microsoft Surface sells other things too, so only its searches that name this product count here, like “surface laptop”.
Compare popularity between Microsoft Surface and its closest rivals
Every comparison with Microsoft Surface
19 comparisons
- Apple iPad vs Microsoft Surface
- Microsoft Surface vs Samsung Galaxy Tab
- Amazon Fire Tablet vs Microsoft Surface
- Lenovo Tab vs Microsoft Surface
- Alienware vs Microsoft Surface
- Apple MacBook vs Microsoft Surface
- ASUS vs Microsoft Surface
- Dell vs Microsoft Surface
- Framework vs Microsoft Surface
- HP vs Microsoft Surface
- Lenovo vs Microsoft Surface
- Microsoft Surface vs Samsung
- Acer vs Microsoft Surface
- Microsoft Surface vs MSI
- Google Pixel vs Microsoft Surface
- Microsoft Surface vs Razer
- LG vs Microsoft Surface
- Microsoft Surface vs TCL
- Microsoft Surface vs OnePlus
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 laptop brands in the United States decreased from 4% to 2%.
- Across the 12 months ending September 2026, Microsoft Surface fell from 7th to 8th among laptop brands in the United States.
How did search popularity change for United States laptop brands in September 2026?
6 changes
In September 2026, HP gained share of searches among laptop brands in the United States, from 10.4% to 12.3%.
In September 2026, Alienware gained share of searches among laptop brands in the United States, from 5.7% to 6.7%.
In September 2026, Apple MacBook lost share of searches among laptop brands in the United States, from 51.8% to 50.3%.
In September 2026, Framework lost share of searches among laptop brands in the United States, from 3.8% to 3%.
Lenovo’s share of searches among laptop brands in the United States has lost ground for 3 months in a row, from 9.8% to 8.2% in September 2026.
Microsoft Surface’s share of searches among laptop brands in the United States has lost ground for 3 months in a row, from 2.9% to 2% 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
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?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Tablet brands | 3rd of 8 | 6.4% | Show ranking |
| Laptop brands | 8th of 13 | 2% | Shown above |
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.