Samsung has managed to edge ahead of Apple in the eyes of U.S. users, even if only by a single point. In the ACSI Telecommunications, Cell Phone, and Smartwatch Study 2026, Samsung scored 81 points, while Apple followed with 80 points.
That one-point gap is small, but it is enough to shift the top spot in a market long associated with iPhone loyalty. Last year, the two brands were tied, which makes this latest result a meaningful change in how U.S. consumers appear to judge their everyday smartphone experience.
The broader picture is also moving upward. ACSI said overall smartphone satisfaction improved by 1 percent to 79 points after previously slipping, suggesting that consumers are feeling better about the category as a whole.
One of the clearest reasons is battery life. ACSI noted that improved battery endurance is among the features users value most in daily use, alongside other modern smartphone functions that are increasingly seen as practical rather than decorative.
Premium phones still lead satisfaction
At the device level, flagship models remain the most satisfying segment in the study. Samsung’s Galaxy S Series led the premium class with 84 points, putting it ahead of Apple’s newest iPhone line at 82 points.
Google’s flagship phones followed with 80 points. The pattern shows that top-tier devices continue to deliver the strongest user satisfaction, even though the margins between rivals remain narrow.
Samsung’s advantage therefore appears in two places at once: across the brand level and within the premium segment. In a highly competitive U.S. market, that combination carries extra weight.
AI is starting to matter more
For the first time, ACSI included artificial intelligence features in its survey. The results suggest many users now view AI as genuinely useful, not just as a flashy addition or a technology experiment.
That shift matters because smartphones are increasingly differentiated by software, not only hardware. Features that help people in everyday tasks seem to be gaining more appreciation than promises of advanced technology that are not used regularly.
Foldables still draw interest, but complaints remain higher
The report also pointed to the foldable phone category, where Samsung continues to lead over Google and Motorola. Even so, foldable devices still generate more complaints than standard smartphones.
That contrast shows a market that is still developing. Interest in foldables is clearly present, but durability and ease of use have not fully caught up with consumer expectations.
For Samsung, the latest survey result is notable because it comes in a market where Apple has long been the default benchmark. A narrow lead in satisfaction may not look dramatic at first glance, but in the U.S. smartphone landscape, it is enough to redraw the competitive picture.