This year’s Telecommunications, Cell Phone, and Smartwatch Study from the American Customer Satisfaction Index (ACSI) reveals significant insights into consumer sentiment. Conducted between April 2025 and March 2026, the study included 26,963 completed surveys focused on customer experiences with major companies in each sector.
In the cell phone category, Samsung led with a score of 81, while Apple saw a slight decline to 80, down from last year. The overall satisfaction score for cell phones rose by 1% to 79. The study notably introduced a new measurement for AI feature performance, which scored 85, indicating a shift towards practical utility for consumers.
When analyzing specific phone models, Samsung outperformed Apple in the flagship segment with scores of 84 versus 82. However, Apple surpassed Samsung in the legacy/other segment, achieving 79 compared to Samsung's 78. In the smartwatch category, both companies tied at 80, with Apple's score remaining stable while Samsung declined from 83 last year. Overall customer satisfaction in smartwatches stayed at 77.