Brandwave

Apple AirPods vs Bose:Which is more popular?

In September 2026, Apple AirPods had more branded searches than Bose among headphone brands in the United States. Apple AirPods had about 1.5 million branded searches, while Bose had 300,000. Apple AirPods made up 52.7% of all headphone brand searches we track, and Bose accounted for 10.5%. When we asked ChatGPT and Google AI Overviews about headphone brands, Bose appeared in all five answers and Apple AirPods in three. Bose was mentioned before Apple AirPods in three out of five answers.

Among headphone brands in the United States in September 2026

Who do people search for more?

Apple AirPods, about 5 searches for every 1 for Bose

Apple AirPods 1.5M searchesBose 300K searches

Who does AI mention more?

Bose, mentioned in every answer we collected

Bose in 5 of 5Apple AirPods in 3 of 5

Who does AI recommend more?

Bose, named ahead of Apple AirPods in 3 of 5 answers

Bose first in 3Apple AirPods first in 2

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Top headphone brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Bose appeared in all five answers. Apple AirPods was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Bose was listed before Apple AirPods in three out of five answers.

Most recommended by AI

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

  1. Sony1st
  2. Bose2nd
  3. Soundcore3rd
  4. Apple AirPods4th
  5. Sennheiser5th
  6. JLab6th
  7. Beats7th
  8. Audio-Technica8th
  9. JBL9th
  10. Skullcandy–
  11. +5 more

Mentioned by AI

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

  • Bose5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Sony4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Soundcore4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Apple AirPods3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Sennheiser2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Beats1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • JBL1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • JLab1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Audio-Technica1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Skullcandy0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+5 more

See every answer about headphone 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.

Is Apple AirPods or Bose more popular in search?

This chart shows how often people search Google for Apple AirPods and Bose by name. Each line represents a brand's share of searches for all 15 headphone brands we track, month by month, from searches in United States.

Apple AirPods and Bose among headphone brands in the United States, by month

Share of searches by month for Apple AirPods, Bose. The figures are in the table below the chart.

View monthly share of searches table
MonthApple AirPodsBeatsBoseJBLSkullcandySonyShokzJLabRayconSoundcoreSennheiserJabraMarshallAudio-TechnicaBowers & Wilkins
Oct 202551.6%10.4%10%5.9%5.7%5.8%2.5%1.7%3.1%0.76%0.76%0.51%0.51%0.62%0.19%
Nov 202550.2%12.3%11.3%5.4%5.5%5.4%2.5%1.4%3%0.61%0.74%0.41%0.5%0.61%0.15%
Dec 202554.1%10.9%10.5%7%4.9%4.6%2.2%1.5%2.2%0.53%0.53%0.29%0.44%0.36%0.13%
Jan 202645.9%11.3%11%7.4%6.2%6.1%3.4%1.9%2.8%1%1%0.46%0.56%0.84%0.2%
Feb 202650.1%10.1%8.6%6.5%6.8%5.6%3%2%3%0.91%0.74%0.5%0.5%1.4%0.22%
Mar 202649.5%10%8.5%6.9%6.7%5.6%3.7%2%3%1.1%0.9%0.49%0.6%0.9%0.22%
Apr 202645.8%9.2%9.6%7.3%7.6%6.3%4.1%2.3%4.1%1%0.83%0.55%0.55%0.45%0.25%
May 202645.8%9.2%9.6%7.8%7.6%6.3%4.1%2.3%3.4%1.2%0.83%0.55%0.55%0.55%0.3%
Jun 202646.7%9.4%9.8%6.5%6.3%6.4%5.1%2.3%2.8%1.5%0.69%0.57%0.57%0.85%0.38%
Jul 202646.6%9.4%9.7%6.5%7.7%6.4%4.2%2.3%2.8%1.3%0.69%0.46%0.56%0.84%0.46%
Aug 202650.7%8.3%8.7%6.6%6.9%5.7%4.6%2.1%2.5%1.1%0.75%0.5%0.5%0.75%0.34%
Sep 202652.7%10.6%10.5%6%5.8%4.8%3.2%1.7%1.7%0.95%0.52%0.43%0.43%0.35%0.23%

How has the Apple AirPods and Bose comparison changed over the last 12 months?

3 findings

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

3 changes

  1. In September 2026, Beats overtook Bose to rank 2nd among headphone brands in the United States, with 10.6% of the searches.

  2. In September 2026, Apple AirPods gained share of searches among headphone brands in the United States, from 50.7% to 52.7%.

  3. In September 2026, Bose gained share of searches among headphone brands in the United States, from 8.7% to 10.5%.

How are branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using Apple AirPods’ and Bose’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 AirPods

1 branded search term

  • airpods

Bose

2 branded search terms

  • bose earbuds
  • bose headphones

How the Brand Demand Index is measured

Other head-to-heads among headphone brands

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