Brandwave

Apple MacBook vs Microsoft Surface:Which is more popular?

In September 2026, Apple MacBook had more branded searches than Microsoft Surface among laptop brands in the United States. Apple MacBook had about 823,000 branded searches, while Microsoft Surface had 33,100. Apple MacBook made up 50.3% of all laptop brand searches we track, and Microsoft Surface accounted for 2%. When we asked ChatGPT and Google AI Overviews about laptop brands, Apple MacBook appeared in all five answers and Microsoft Surface in none.

Among laptop brands in the United States in September 2026

Who do people search for more?

Apple MacBook, about 25 searches for every 1 for Microsoft Surface

Apple MacBook 823K searchesMicrosoft Surface 33.1K searches

Who does AI mention more?

Apple MacBook, mentioned in every answer we collected

Apple MacBook in 5 of 5Microsoft Surface in 0 of 5

Who does AI recommend more?

Apple MacBook, the only one of the two named

Apple MacBook first in 5Microsoft Surface never named

Follow Apple MacBook vs Microsoft Surface and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Track your brand against a rival →

Top laptop brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Apple MacBook appeared in all five answers. 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.

  1. Apple MacBook1st
  2. Dell2nd
  3. Lenovo3rd
  4. ASUS4th
  5. HP5th
  6. Razer6th
  7. Acer7th
  8. MSI8th
  9. Alienware9th
  10. +1 more
  11. Microsoft Surface–
  12. +2 more

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

+3 more

See every answer about laptop 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 MacBook or Microsoft Surface more popular in search?

This chart shows how often people search Google for Apple MacBook and Microsoft Surface by name. Each line represents a brand's share of searches for all 13 laptop brands we track, month by month, from searches in United States.

Apple MacBook and Microsoft Surface among laptop brands in the United States, by month

Share of searches by month for Apple MacBook, Microsoft Surface. The figures are in the table below the chart.

View monthly share of searches table
MonthApple MacBookHPDellLenovoAlienwareASUSFrameworkMicrosoft SurfaceSamsungAcerMSIRazerLG
Oct 202544%13.1%10.8%7.2%7.2%3.2%4%4%1.8%1.8%1.5%0.97%0.65%
Nov 202549.9%12.3%8.2%6.7%8.2%3%3%2.5%1.7%1.7%1.4%0.9%0.6%
Dec 202546.7%14%9.4%7.7%7.7%3.4%2.8%2.3%1.5%1.9%1.3%0.84%0.56%
Jan 202642%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 202645.3%13.5%11.1%7.4%6.1%3.3%5%2.2%1.8%1.5%1.2%0.81%0.67%
Mar 202655.2%11.1%7.5%7.5%5%2.7%3.3%2.2%1.8%1.2%1%0.82%0.55%
Apr 202646.9%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 202648.2%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 202648.8%12%8%9.8%6.6%2.9%2.9%2.9%1.6%1.6%1.3%0.88%0.59%
Jul 202647.5%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 202651.8%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 202650.3%12.3%8.2%8.2%6.7%3%3%2%2%1.7%1.1%0.74%0.6%

Microsoft Surface sells other things too, so only its searches that name this product count here, like “surface laptop”.

How has the Apple MacBook and Microsoft Surface comparison changed over the last 12 months?

3 findings

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

2 changes

  1. In September 2026, Apple MacBook lost share of searches among laptop brands in the United States, from 51.8% to 50.3%.

  2. 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 branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Apple MacBook’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 MacBook

1 branded search term

  • macbook

Microsoft Surface

1 branded search term

  • surface laptop

How the Brand Demand Index is measured

Other head-to-heads among laptop brands

Creator with pink hair and a pink jacket

Put your own brand in this comparison

Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.

Start free