The American Customer Satisfaction Index (ACSI) has published its newest Telecommunications, Cell Phone, and Smartwatch Study, providing insights into customer contentment for prominent brands, including Apple’s iPhone and Apple Watch.
### iPhone Declines by a Point, Apple Watch Remains Unchanged
Apple has consistently stressed the importance of high customer satisfaction as a crucial measure of its product quality. In recent earnings calls, CEO Tim Cook pointed out remarkable satisfaction ratings, including a 99% satisfaction rate for the iPhone 17 in the U.S. However, the findings from the ACSI reveal a different scenario.
The study, which gathered responses from 26,963 customers between April 2025 and March 2026, shows that Apple’s iPhone satisfaction fell from 81 to 80, while Samsung held onto its top position with a score of 81. The overall satisfaction rating for the cell phone category rose by 1% to 79.
Significantly, the study added metrics for AI feature performance, which scored 85, signifying a transition of AI from being a novelty to a practical asset for consumers.
When analyzing specific model types, Samsung outshone Apple in the flagship category with scores of 84 versus 82. Conversely, Apple outperformed Samsung in the legacy/other category, achieving a score of 79 compared to Samsung’s 78. In the foldable segment, Samsung led with a score of 80, followed by Google at 72 and Motorola at 70.
In the smartwatches category, Apple and Samsung both scored 80, with Apple’s score unchanged from the prior year, while Samsung’s rating dipped from 83. Overall satisfaction in this category remained stable at 77, with strong ratings in aspects such as app connectivity, fitness tracking usability, and website satisfaction, each scoring 83.
For those seeking a more comprehensive analysis, the complete ACSI report can be found [here](https://theacsi.org/news-and-resources/press-releases/2026/05/19/press-release-telecommunications-cell-phone-and-smartwatch-study-2026/).