This year’s Telecommunications, Cell Phone, and Smartwatch Study from the American Customer Satisfaction Index (ACSI) reveals that overall customer satisfaction for cell phones has increased by 1% to 79%. Apple’s score has dropped to 80, while Samsung maintains a lead at 81. The study, which drew from 26,963 surveys conducted from April 2025 to March 2026, highlights a competitive landscape among major companies.
In the flagship cell phone segment, Samsung outperformed Apple with scores of 84 and 82, respectively. However, Apple surpassed Samsung in the legacy/other category, scoring 79 compared to Samsung's 78. Additionally, Samsung dominated the foldables segment with a score of 80, significantly ahead of Google at 72 and Motorola at 70.
In the smartwatch category, both Apple and Samsung scored 80, with Apple holding steady from the previous year, while Samsung's score fell from 83. The overall satisfaction level for smartwatches remained at 77, with key factors such as “Connectivity with apps and accessories” and “Usability of fitness/activity tracking” remaining critical for consumers.
The ACSI study also introduced a measurement for AI feature performance, which debuted at a score of 85, indicating a shift towards practical utility in customer experiences.