Samsung Beats Apple in Phone Satisfaction; Apple Watch Ties for First
▼ Summary
– Apple’s iPhone customer satisfaction score dropped one point to 80 in the ACSI study, while Samsung held the top spot at 81.
– The ACSI study was based on 26,963 surveys conducted from April 2025 to March 2026, evaluating customer experiences with major companies.
– For the first time, the study measured AI feature performance, which scored 85 out of 100, indicating AI is becoming more practical for users.
– In the cell phone category, Samsung led in flagship phones (84 vs. 82) and foldables (80), while Apple edged ahead in legacy/other phones (79 vs. 78).
– In the smartwatches category, Apple and Samsung tied with scores of 80, with Apple unchanged from last year and Samsung dropping from 83.
The latest American Customer Satisfaction Index (ACSI) report on telecommunications, cell phones, and smartwatches has reshuffled the rankings, with Samsung edging past Apple in phone satisfaction while the two tech giants deadlocked in the smartwatch category.
For years, Apple has leaned heavily on its high customer satisfaction scores as proof of product quality, with CEO Tim Cook’s frequent “customer sat” mentions becoming a running joke during earnings calls. During Apple’s Q2 2026 call last month, the phrase appeared five times in one hour. Cook and CFO Kevan Parekh cited 451 Research data showing the iPhone 17 lineup achieved 99% satisfaction in the US, alongside 97% for the Mac, 98% for the iPad, and 96% for the Apple Watch.
But the ACSI study, based on nearly 27,000 surveys collected from April 2025 through March 2026, tells a slightly different story. In the cell phone category, Samsung held steady at a score of 81, while Apple dropped one point to 80. The overall industry average rose 1% to 79. For the first time, the survey measured AI feature performance, which debuted with an impressive 85 out of 100, nearly matching top-tier customer interactions. This suggests artificial intelligence is transitioning from a gimmick to a genuinely useful tool for many users.
Breaking down the results by device type reveals sharper contrasts. In the flagship segment, Samsung scored 84 versus Apple’s 82. Apple did manage to edge ahead in the legacy/other category, scoring 79 compared to Samsung’s 78. Samsung also dominated the foldable phone market with a score of 80, far outpacing Google at 72 and Motorola at 70.
In the smartwatch category, Apple and Samsung both landed at 80, though Samsung slipped three points from last year’s 83. Apple’s score remained unchanged. Overall satisfaction for smartwatches stayed flat at 77, with top marks of 83 each for “Connectivity with apps and accessories,” “Usability of fitness/activity tracking,” and “Website satisfaction.”
The full ACSI report is available online for those wanting deeper insights.
(Source: 9to5Mac)
