Apple and Samsung Compete in Customer Satisfaction: A Look at the ACSI 2026 Report
The American Customer Satisfaction Index (ACSI) has released its 2026 Telecommunications, Cell Phone, and Smartwatch Study, offering a detailed examination of customer satisfaction across leading brands. This year’s findings reveal slight shifts in consumer preferences, with Samsung edging out Apple in the cell phone category, while both companies hold strong positions in the smartwatch market.
iPhone Loses a Point as Apple Watch Holds Steady
Apple’s reputation for outstanding customer satisfaction has long been a cornerstone of its brand identity. CEO Tim Cook often highlights customer satisfaction metrics in his communications, emphasizing the company’s commitment to quality. During Apple’s Q2 2026 earnings call, Cook and CFO Kevan Parekh noted impressive satisfaction ratings from 451 Research: 99% for the iPhone 17 lineup in the US, 97% for the Mac, 98% for the iPad, and 96% for the Apple Watch.
However, the latest ACSI study presents a slightly different picture. Based on 26,963 surveys conducted from April 2025 to March 2026, the study measures customer experiences with major companies in telecommunications. In the overall “cell phones” category, Samsung maintained its top position with a score of 81, while Apple slipped to 80, down one point from the previous year.
Despite a slight dip, the overall score for cell phones increased by 1% to 79. This year, the study introduced a new metric for AI feature performance, which scored an impressive 85 on ACSI’s scale, indicating a growing appreciation for AI functionalities among consumers.
Breaking Down the Cell Phone Category
When analyzed by model type, Samsung outperformed Apple in the flagship segment, scoring 84 versus Apple’s 82. In the legacy/other segment, Apple edged out Samsung slightly, with scores of 79 to 78, respectively. Samsung dominated the foldables segment, scoring 80, significantly ahead of Google’s 72 and Motorola’s 70.
Smartwatches: A Tie at the Top
In the smartwatch category, Apple and Samsung tied with scores of 80 each. While Apple’s score remained unchanged from last year, Samsung’s score decreased from 83. Overall customer satisfaction in the smartwatch market held steady at 77, with top scores in “Connectivity with apps and accessories,” “Usability of fitness/activity tracking,” and “Website satisfaction” at 83 each.
For those interested in exploring the ACSI’s comprehensive insights into consumer satisfaction, the full report can be accessed here.
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