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Apple may have owned Christmas, but Samsung won the first half of the year when it came to
satisfying shoppers with its phones. The latest stats from the American Consumer Satisfaction
Index, which surveys 70,000 consumers every year, show Samsung slightly beating out Apple by
two points with a satisfaction score of 81. Sure, it's not a huge lead, but it's a big jump for the
company from last year's score of 76. Apple, meanwhile, saw its score fall more than two points
since last year. It's always tough to read much into these numbers (was it the Galaxy S5 that
helped, or just Android improvements?), but it's still a decent win for Samsung. Don't be surprised
if Samsung ends up marketing the heck out of this during the Super Bowl.
It's not as if we didn't see this coming, either. Samsung also trounced Apple in smartphone
consumer satisfaction in the middle of last year (before the release of the iPhone 5s). ACSI's
overall satisfaction stats for 2013 still showed Apple leading Samsung by five points, but the two
were neck and neck for much of the year. J.D. Power's satisfaction survey for 2014 ranked
Apple as the leading smartphone brand for all major carriers, but even then, Samsung wasn't far
behind.
So what does all of this really mean? Some shoppers might have been more intrigued by
Samsung's Galaxy S5 than the iPhone 5S, which was Apple's flagship phone at the time of this
survey. The S5's water-resistant case was ideal for the accident-prone, and it offered one of the
first great cameras on an Android device. The battle for our affection from both companies will
only be a good thing for consumers. It'll make them both focus on delivering devices that are
actually useful, rather than just meaningless spec upgrades.
(Update: An earlier version of this article referenced the iPhone 6 and 6 Plus, but the data was
actually based on a survey from May 2014, before those phones were released. We regret the error
and have updated the post.)
Apple is still neck and neck with Samsung and it can celebrate a roughly 10
percent jump in market share with the release of the iPhone 6/6+, according to
information from the Kantar World Panel. That increase allowed it to cement its
lead as the top OEM by volume in the U.S., the world's most valuable market.
II. Galaxy Note II and iPhone 5C Top Satisfaction Ranking
That said, Apple is no longer in a league of its own in terms of satisfaction. The ACSI
numbers are the latest sign that Samsung's brand -- long second-fiddle to
Apple's -- is at last coming into its own, likely as the hard-fought fruit of its
years of labor on the sales front. Samsung's come a long way since 2004, when
ACSI collected its first numbers. Back then Samsung had only a 70 percent approval
rating.
Samsung's ascent was perhaps foretold by last year's July 2013 survey, which
saw the Galaxy S III and Note II smartphones beating out the iPhone 4, 4S, and 5
in satisfaction rankings. (The Samsung Galaxy S III earned the highest marks.)
This year's phone model ranking, conducted in May, showed the Samsung Galaxy
Note II phablet/smartphone continuing to beat the iPhone in satisfaction. The year
old Samsung device managed to top even the then-latest-and-greatest iPhone
5S.
Overall satisfaction rates among smartphone users was 78 percent (heavily weighted
by Samsung and Apple's strong performance, as they make up nearly 4 in 5 sales in
the U.S., roughly).
In sixth place, below that average, was BlackBerry, Ltd. (TSE:BB) with a 74 percent
satisfaction rating. In sixth place -- just behind BlackBerry -- was LG Electronics,
Inc. (KRX:066570)(KRX:066575) who saw 73 percent satisfaction (up 2 percent
from last year's total of 71 percent).
Overall BlackBerry might actually be happy with this result, given how much the
brand has been battered in recent years.
For 3 in 4 BlackBerry users to be happy with their devices suggests that
BlackBerry's restructuring and attempt to get back to the brand's roots is
seeing success. Indeed last year BlackBerry only had a 69 percent satisfaction
rating. A year-on-year gain of 5 percent in satisfaction puts BlackBerry in a similar
league as Samsung in reputation growth.