Cell Phones
Comprehensive benchmarking for smartphone manufacturers
Gain access to the full brand-level performance for each member of the highly competitive syndicated cell phone manufacturing industry and become an ACSI client today.
CELL PHONES
Maintaining your competitive edge in an industry characterized by its continuous innovation requires a laser focus on your own improvement without losing sight of the critical developments of the overall industry. Keep track of your exact position in a very tight race with ACSI benchmarking that provides strategic competitive data on a quarterly basis. The ACSI conducts surveys throughout the year. Our proprietary, cause-and-effect diagnostic modeling ensures that your improvement efforts are directed exactly where they will yield the highest satisfaction gains to drive customer loyalty.
At a glance:
Cell Phones
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Inaugural year:
2004
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Updated:
annually
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Most recent data:
2026
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Companies:
4 companies, plus aggregate of smaller manufacturers
Satisfaction Benchmarks by Company
| Company | 2025 | 2026 | % Change |
|---|---|---|---|
| Cell Phones | 78 | 79 | 1% |
| Samsung | 81 | 81 | 0% |
| Apple | 81 | 80 | -1% |
| 75 | 77 | 3% | |
| Motorola (Lenovo) | 75 | 77 | 3% |
| All Others | 68 | 73 | 7% |
Satisfaction Benchmarks by Model Type
| 2026 | Category | |
|---|---|---|
| Flagship | 82 | Flagship |
| Samsung | 84 | Flagship |
| Apple | 82 | Flagship |
| 80 | Flagship | |
| Foldables | 72 | Foldables |
| Samsung | 80 | Foldables |
| 72 | Foldables | |
| Motorola (Lenovo) | 70 | Foldables |
| Legacy/other | 76 | Legacy/other |
| Apple | 79 | Legacy/other |
| Motorola (Lenovo) | 78 | Legacy/other |
| Samsung | 76 | Legacy/other |
Cell Phone Benchmarks Year-Over-Year Industry Trends
| Benchmarks | 2025 | 2026 |
|---|---|---|
| Ease of phone calling | 85 | 86 |
| Ease of text messaging | 83 | 86 |
| AI feature performance | NA | 85 |
| Screen resolution and quality | 82 | 85 |
| Audio quality | 81 | 84 |
| Bluetooth performance | 83 | 84 |
| Camera quality | 81 | 84 |
| Ease of arranging service* | 82 | 84 |
| Ease of using physical controls | 81 | 84 |
| Phone design | 82 | 84 |
| Website satisfaction | 83 | 84 |
| Ease of navigating phone menus and settings | 80 | 83 |
| Outcome of the service repair* | 84 | 83 |
| Screen durability | 81 | 83 |
| Speed and performance | 80 | 83 |
| Courtesy and helpfulness of the service technician* | 81 | 82 |
| Timeliness of the service repair* | 82 | 82 |
| Battery life | 77 | 81 |
| Call center satisfaction | NA | 81 |
| Warranty coverage | NA | 80 |
*Represents manufacturer-provided service only
NA – Not Available
Industry averages are weighted by companies’ market shares.