According to the 2026 Telecommunications and Smartwatch Study released by the American Customer Satisfaction Index (ACSI), Samsung scored 81 points, edging past Apple’s 80-point rating.

The result breaks last year’s tie between the two tech giants and places Samsung at the top of the industry rankings.

Overall, customer satisfaction across the smartphone market showed encouraging recovery, rising 1% to 79 points after plunging to its lowest level in a decade in 2025.

AI and battery life drive user satisfaction

An ACSI report noted that customer satisfaction improved most clearly when new technologies translated into practical daily value without creating unnecessary complications.

Artificial intelligence - included in the survey criteria for the first time - received an impressive score of 85. The result suggests consumers are not only aware of AI features but are genuinely finding them useful.

Manufacturers also earned praise for improving battery life, which saw a 5% increase in satisfaction as users became more comfortable handling heavier and more complex tasks on their devices.

In the premium smartphone segment, Samsung’s Galaxy S lineup led with 84 points, ahead of Apple’s iPhone at 82 points and Google’s flagship Pixel devices at 80 points.

Samsung also maintained a dominant lead in the foldable phone category, scoring 80 points and outperforming Google and Motorola by margins ranging from eight to 10 points.

However, ACSI noted that foldable phone owners file complaints at roughly three times the rate of traditional smartphone users.

Apple foldable iPhone could reshape the market

The competitive landscape is expected to shift dramatically later this year when Apple is widely expected to unveil its first foldable iPhone alongside the iPhone 18 Pro lineup.

The foldable device - reportedly featuring a 7.8-inch main display - is expected to carry a price tag of around $2,000.

In the smartwatch segment, Apple maintained a strong position with 80 points. But after Samsung’s satisfaction score fell by 4%, the two companies are now tied at the top of the rankings.

User experiences with smartwatches were generally rated higher this year, particularly in menu navigation and seamless connectivity with apps and accessories.

The ACSI study surveyed nearly 27,000 customers between April 2025 and March 2026, offering a broad snapshot of shifting consumer habits and preferences in the technology market.

Du Lam