Samsung Overtakes Apple for Top Smartphone Customer Satisfaction

Samsung has edged past Apple for the top spot in customer satisfaction for cell phones, according to the American Customer Satisfaction Index's 2026 Telecommunications, Cell Phone, and Smartwatch Study, published this week.

Samsung scores 81 in the ACSI's cell phone rankings while Apple posts 80, breaking last year's tie between the two companies for satisfaction leadership. The overall cell phone industry score rose 1% to 79 this year, recovering from a sharp 4% decline in 2025 that had pushed it to its lowest point in a decade.

The ACSI says satisfaction improves most when new features translate into everyday value without introducing new pain points, citing battery life tradeoffs as an example. AI integration, measured by the ACSI for the first time, scores 85 overall, signaling that customers are not only aware of AI features but find them useful, while improvements in battery life, up 5% to 81.

For the cell phone industry, the highest-rated customer experience metrics are the fundamental functions of making phone calls and sending text messages, both scoring 86. AI feature performance debuts at 85, nearly matching those top table-stakes interactions, suggesting that AI is moving from novelty to practical utility for many customers.

Among new flagship owners, Samsung's latest Galaxy S-series leads at 84, followed by new iPhone owners at 82, with Google's flagship models scoring 80. Satisfaction with flagship models overall scores 82, far outpacing legacy phones at 76 and foldables at 72.

In the foldable segment, Samsung holds a clear lead with an ACSI score of 80, which is 8 points ahead of Google at 72 and 10 points ahead of Motorola at 70. The ACSI notes that foldable owners are three times as likely to complain as non-foldable owners, and says competitive dynamics in the segment may shift as Apple's rumored entry into the foldable market is anticipated for later this year. Apple is widely expected to debut a foldable iPhone alongside the iPhone 18 Pro models this fall, featuring a 7.8-inch inner display and a 5.5-inch cover screen, priced at around $2,000.

In the smartwatch category, Apple holds steady at 80, while Samsung drops 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, with the biggest gains including ease of navigating menus and settings, up 7% to 80, and app and accessory connectivity, up 5% to 83.

The ACSI study is based on 26,963 completed surveys, with customers contacted via email between April 2025 and March 2026.