Apple loses 20-year title as sole winner of American Satisfaction Index

The American Customer Satisfaction Index (ACSI) has released its 2023 Electronics and Appliances Survey. After Apple was the sole winner in the personal computing category for 20 years in a row, this year it was caught up by a competitor and forced a tie.

ACSI published a new report today is based on a survey of more than 14,000 respondents (randomly selected) from July 2022 to June 2023. The personal computing category includes desktops, laptops, and tablets.

Overall, the experience on Apple's Mac and iPad was highly rated. 83, up three points from the PC average of 80 this year. And a score of 83 is one point higher than what Apple earned in the last two years.

Apple loses sole honor for customer satisfaction

For the first time, however, over two decades, Samsung tied Apple for first place, rising 2 points in the study compared to last year.

Samsung rose 2%. , which ties Apple (up 1%) to an ACSI rating of 83. For the first time since 2003, Apple is not alone in first place. Samsung's strong overall performance is supported by growing customer satisfaction with its tablets (Galaxy Tab). While overall satisfaction with tablets has been falling this year, Samsung improved its ranking 6% to 85.

Dell and Acer came in second and third. Here are the full results:

As for which devices scored higher, desktops had the best overall score of 84, laptops came in second with 80 points, and tablets averaged the lowest score of 76 points.

For those wondering how all the metrics contributed to the overall score, here are the 10 attributes of personal computers that ASCI measured:

And here's how those categories ranked when broken down into desktops, laptops and tablets:

9to5Mac's opinion

S. Jobs's best comment

Liked by 17 people

LOL, I don't know a single person who is happy with the “Samsung Galaxy Ecosystem” (or whatever they call it).

If they're happy with their phone or tablet (per device) that's one thing, but to be truly satisfied with a full digital experience… I highly doubt it. .

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This is a difficult question for Apple. For decades, its finely tuned hardware and software for Macs and iPads offered what consumers considered the best personal computing experience.

Now – at least according to this group of more than 14,000 respondents – Samsung is an equal opportunity provider.

Interestingly, Apple often cites customer satisfaction scores as high as 98 or 99% for its equipment from 451 Research in its quarterly earnings reports. However, studies like ASCI are likely to be more realistic in their results than those that show nearly 100% satisfaction. We've previously explained why this is so.

  • Can the iPhone really provide 99% customer satisfaction?

What do you think? Does Samsung deserve first place with Apple in the number of computers and tablets? Or does Apple still have the best personal computing experience? Share your thoughts in the comments!

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