American Customer Satisfaction Index Shows Samsung Edging Apple in Smartphones

Customer satisfaction with smartphones has risen slightly across the industry, according to the latest American Customer Satisfaction Index study, with Samsung narrowly edging out Apple for the top spot. The 2026 report, based on surveys of nearly 27,000 customers conducted between April 2025 and March 2026, shows the overall cell phone category score increased one point to 79.

Samsung maintained its score of 81, while Apple’s rating fell one point to 80. This marks the first time since the 2020-2021 study that Apple does not hold at least a share of the leading position. Google and Motorola tied for third place, each improving three points to a score of 77.

The study introduced a measurement for AI feature performance for the first time, with the category receiving a high score of 85. Industry analysts suggest this new metric may have contributed to shifts in the rankings, as companies are evaluated on how well they deliver on promised AI capabilities.

When broken down by model type, Samsung scored higher than Apple in the flagship phone segment, 84 to 82. Apple held a slight lead in the legacy and other phone category, 79 to 78. Samsung comfortably led the foldables segment...