Apple lags behind Samsung in smartphone user satisfaction

According to MacRumors, the report from the 2026 American Customer Satisfaction Index (ACSI) shows that Samsung scored 81 points, while Apple followed closely with 80 points. The result broke the balance between the two giants who had the same score last year. Overall, the mobile phone industry increased 1% to 79 points, recovering from a serious decline of 4% in 2025, when the index was the lowest in a decade.

According to ACSI’s assessment, user satisfaction improves most clearly when upgrades bring value to daily life instead of creating inconvenience, for example having to trade battery life for new features.

AI made its debut in ACSI’s measurement category and scored a high of 85, showing that users rate them as useful. The battery life satisfaction index increased by 5% to 81 points. Meanwhile, the two core functions of calling and texting still hold the highest position with 86 points. The fact that AI features scored on par with basic functions right when they first appeared proves that AI is moving from a novel technology to a tool with highly practical applications.

In the group of high-end smartphone owners, Samsung’s latest Galaxy S series leads with 84 points, followed by iPhone 2026 with 82 points, and Google’s flagships reach 80 points. The overall satisfaction index of the high-end segment is 82 points, while folding screen phones are only 72 points.

In the folding phone segment, Samsung maintained a clear leading position when reaching 80 points, Google and Motorola reached 72 and 70 points respectively. However, ACSI noted the rate of complaints from foldable phone owners is three times higher than that of traditional phone users. The competitive landscape in this segment is expected to change dramatically when Apple prepares to enter the market later this year. The company is expected to launch the first folding iPhone with a 7.8-inch main screen, a 5.5-inch secondary screen and a selling price of 2,000 USD or more.

In the smart watch category, Apple ranked first with 80 points. Samsung decreased by 4% but still maintained the number one position with Apple. Industry-wide, user experience attributes are rated higher this year. The improvements that received the most positive feedback were ease of navigating menus and settings, up 7% to 80 points, and connectivity with apps and accessories, up 5% to 83 points.

The ACSI survey was conducted with the participation of 26,963 people, contacted via email from April 2025 to March 2026.

Established in 1994 at the Ross School of Business at the University of Michigan (USA), ACSI specializes in measuring consumer loyalty, customer retention, price acceptance… for products and services of more than 400 companies in more than 40 industries, based on about 200,000 interviews each year. This is one of the world’s most popular consumer satisfaction measurement systems.