Apple iPad vs Microsoft Surface:Which is more popular?
In September 2026, Apple iPad had more branded searches than Microsoft Surface among tablet brands in the United States. Apple iPad had about 1.5 million branded searches, while Microsoft Surface had 121,000. Apple iPad made up 79.9% of all tablet brand searches we track, and Microsoft Surface accounted for 6.4%. When we asked ChatGPT and Google AI Overviews about tablet brands, Apple iPad appeared in three of the five answers and Microsoft Surface in two. Apple iPad was mentioned before Microsoft Surface in three out of four answers that named either.
Who do people search for more?
Apple iPad, about 12 searches for every 1 for Microsoft Surface
Who does AI mention more?
Apple iPad, mentioned in 3 of 5 answers, Microsoft Surface in 2
Who does AI recommend more?
Apple iPad, named ahead of Microsoft Surface in 3 of 4 answers
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Top tablet brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Apple iPad was mentioned in three out of five: in two of the three ChatGPT answers and in one of the 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. Apple iPad was listed before Microsoft Surface in three out of four answers that named either.
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.
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
Asked ChatGPT
“Which tablet should I buy?”
Asked ChatGPT
“What are the best tablet brands?”
Asked ChatGPT
“What is the best Android tablet?”
Searched Google, AI Overview
“tablet”
Searched Google, AI Overview
“best tablet”
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.
Is Apple iPad or Microsoft Surface more popular in search?
This chart shows how often people search Google for Apple iPad and Microsoft Surface by name. Each line represents a brand's share of searches for all eight tablet brands we track, month by month, from searches in United States.
Share of searches by month for Apple iPad, Microsoft Surface. The figures are in the table below the chart.
View monthly share of searches table
| Month | Apple iPad | Samsung Galaxy Tab | Microsoft Surface | Amazon Fire Tablet | Lenovo Tab | Google Pixel | TCL | OnePlus |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 73.9% | 10.2% | 10% | 2.5% | 1.3% | 1.6% | 0.27% | 0.22% |
| Nov 2025 | 84.2% | 6.6% | 5.6% | 1.5% | 1% | 0.83% | 0.17% | 0.14% |
| Dec 2025 | 84.8% | 6.6% | 4.6% | 1.9% | 1% | 0.84% | 0.17% | 0.14% |
| Jan 2026 | 78.5% | 8.8% | 7.7% | 2.1% | 1.4% | 0.95% | 0.28% | 0.19% |
| Feb 2026 | 78.8% | 8.9% | 7.8% | 1.8% | 1.4% | 0.78% | 0.35% | 0.19% |
| Mar 2026 | 77.2% | 9.1% | 8.5% | 2.1% | 1.7% | 0.94% | 0.28% | 0.18% |
| Apr 2026 | 78.9% | 8.9% | 7.8% | 1.8% | 1.4% | 0.78% | 0.28% | 0.19% |
| May 2026 | 74.9% | 10.3% | 9.1% | 2.5% | 1.7% | 1.1% | 0.33% | 0.22% |
| Jun 2026 | 76.8% | 9% | 8.5% | 2.1% | 1.7% | 1.4% | 0.34% | 0.18% |
| Jul 2026 | 77.7% | 9.1% | 7.7% | 2.1% | 1.7% | 1.2% | 0.34% | 0.18% |
| Aug 2026 | 77.9% | 8.7% | 8.5% | 1.7% | 1.7% | 0.94% | 0.28% | 0.15% |
| Sep 2026 | 79.9% | 8.9% | 6.4% | 1.8% | 1.8% | 0.79% | 0.29% | 0.15% |
How has the Apple iPad and Microsoft Surface comparison changed over the last 12 months?
3 findings
- Apple iPad was ahead of Microsoft Surface in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Apple iPad’s share of searches among tablet brands in the United States moved from 73.9% to 79.9%, and its estimated monthly branded searches moved from 1.2M to 1.5M.
- Across the 12 months ending September 2026, Microsoft Surface’s share of searches among tablet brands in the United States moved from 10% to 6.4%, and its estimated monthly branded searches moved from 165K to 121K.
How did search popularity change for United States tablet brands in September 2026?
2 changes
In September 2026, Apple iPad gained share of searches among tablet brands in the United States, from 77.9% to 79.9%.
In September 2026, Microsoft Surface lost share of searches among tablet brands in the United States, from 8.5% to 6.4%.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using Apple iPad’s and Microsoft Surface’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 iPad
1 branded search term
- ipad
Microsoft Surface
2 branded search terms
- microsoft surface
- surface pro
Other head-to-heads among tablet brands
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