Samsung Tops Apple in ACSI Customer Satisfaction Rankings for 2026
Introduction: A Shift in the Smartphone Satisfaction Landscape
For the first time in recent years, Samsung has overtaken Apple to claim the top spot in customer satisfaction among cell phone manufacturers, according to the 2026 edition of the American Customer Satisfaction Index (ACSI) Telecommunications, Cell Phone, and Smartwatch Study. The report, released this week, marks a significant milestone for Samsung and highlights broader trends in how consumers perceive their devices.
Overall Industry Performance
The ACSI scores for cell phones show Samsung scoring 81, edging past Apple at 80. This breaks the tie between the two companies that held last year, where both shared the leadership position. The overall cell phone industry score increased by 1% to 79, recovering from a sharp 4% decline in 2025 that had pushed it to its lowest point in a decade.
Recovery After a Dip
The modest 1% uptick in the industry average suggests that manufacturers are successfully addressing key pain points. The ACSI notes that satisfaction improves most when new features translate into everyday value without introducing new headaches. A prime example is battery life: many recent phones have sacrificed battery for thinness or other design elements, but the index shows battery life satisfaction improved by 5% to a score of 81 this year, indicating that trade-offs are being minimized.
AI Integration: A New Metric, A Strong Start
For the first time, the ACSI measured AI feature performance as a specific metric, and it debuted with an impressive score of 85. This signals that customers are not only aware of AI capabilities in their smartphones but find them genuinely useful. The score nearly matches the fundamental functions of making phone calls (86) and sending text messages (86), which remain the highest-rated customer experience metrics. This suggests that AI is moving from novelty to practical utility for many users.
Flagship Satisfaction: Samsung Galaxy Leads the Pack
Looking at specific device segments, the report reveals clear disparities. Among new flagship owners, Samsung's latest Galaxy S-series scores 84, ahead of new iPhone owners at 82 and Google's flagship models at 80. The overall satisfaction with flagship models averages 82, which far outpaces legacy phones at 76 and foldables at 72.
The Foldable Segment: Samsung Dominates, Apple's Entry Anticipated
In the niche but growing foldable market, Samsung holds a clear lead with a score of 80, which is 8 points ahead of Google (72) and 10 points ahead of Motorola (70). However, the segment is not without challenges. The ACSI notes that foldable owners are three times as likely to complain as non-foldable owners, indicating durability and usability concerns.
Competitive dynamics in this segment may shift soon. Apple is widely expected to debut a foldable iPhone alongside the iPhone 18 Pro models this fall. Rumored specifications include a 7.8-inch inner display and a 5.5-inch cover screen, with a price tag around $2,000. The ACSI suggests that Apple's entry could change the competitive landscape, especially if it addresses common complaints about foldables.
Smartwatch Category: Apple and Samsung Tie for Top
In the smartwatch category, Apple holds steady at 80, while Samsung dropped 4% to create a first-place tie at the top of the leaderboard. Customer experience characteristics of smartwatches are universally rated higher this year at the industry level. The biggest gains include ease of navigating menus and settings, up 7% to 80, and app and accessory connectivity, up 5% to 83. These improvements suggest that wearable technology is becoming more intuitive and integrated with users' digital lives.
Methodology and Survey Details
The ACSI study is based on 26,963 completed surveys, with customers contacted via email between April 2025 and March 2026. The index measures satisfaction across multiple industries, and the telecommunications sector has been a focus for two decades. For more details on how the ACSI ranks satisfaction, you can jump to the methodology section.
Key Takeaways
- Samsung scores 81, Apple 80, industry average 79.
- AI performance debuts at 85, nearly matching call/text satisfaction.
- Flagship models outperform legacy phones (82 vs. 76).
- Foldable owners are three times more likely to complain.
- Smartwatch satisfaction rises due to better navigation and connectivity.
This shift in customer satisfaction reflects broader trends: consumers increasingly value practical AI features, reliable battery life, and seamless integration across devices. As Apple prepares to enter the foldable market later this year, the competition for the top spot is likely to intensify.