Samsung Electronics (005930) has overtaken Apple to claim the top spot in U.S. consumer satisfaction for smartphones. Analysts say Samsung secured a decisive win over Apple among discerning North American consumers, driven by optimized generative artificial intelligence (AI) performance and a refined flagship lineup.
According to the "2026 Telecommunications, Cellphone and Smartwatch Study" released by the American Customer Satisfaction Index (ACSI) on Tuesday, Samsung Electronics took sole first place in smartphone manufacturer satisfaction with a score of 81. Apple, which had tied with Samsung for first place last year, slipped to second after dropping 1% year-on-year to 80. Google and Motorola followed, each rising 3% to 77 points.
Samsung's Galaxy success reflects a flagship strategy aimed squarely at the premium smartphone segment. By model type, flagship devices scored 82 points, lifting overall smartphone market satisfaction. Notably, in a survey targeting only users of new flagship devices, Samsung's latest lineup, including the Galaxy S series, posted the highest score of 84, outpacing Apple's iPhone (82) and Google's flagships (80).
Samsung also scored a high 85 points in "mobile AI feature performance," a category measured for the first time in this year's ACSI study. With strong satisfaction in core traditional smartphone functions such as voice calls and text messaging convenience (86 points each), the results demonstrate that mobile AI technology has moved beyond novelty to deliver tangible user benefits.
