The American Customer Satisfaction Index (ACSI) has released its 2023 Electronics and Appliances Survey. After Apple was the sole winner in the personal computer category for 20 years in a row, this year, it was overtaken by a competitor and forced to tie.
ACSI today published a new report based on a survey of more than 14,000 respondents (randomly selected) from July 2022 to June 2023. The personal computer category includes desktop computers, laptops, and tablets.
Overall, Apple’s Mac and iPad experience scored 83, three points above the personal computing average of 80 this year. And 83 is one point higher than Apple earned over the past two years.
Apple loses its only crown over customer satisfaction
However, for the first time in two decades, Samsung tied Apple for the top spot, up 2 spots year-on-year in the study.
Samsung jumped 2%, tying Apple (up 1%) with an ACSI rating of 83. This is the first time since 2003 that Apple has not held the top spot alone. Samsung’s strong overall performance is supported by growing customer satisfaction with its tablets (Galaxy Tab). While overall satisfaction with tablets has fallen this year, Samsung increased its score by 6% to 85.
Dell and Acer took second and third places. Here are the full results:
As for the devices that scored higher, desktops had the best overall score of 84, laptops came in second with 80, and tablets averaged the lowest score of 76.
For those interested in how all the metrics contributed to the overall score, here are the 10 personal computer attributes that ASCI measured:
And here’s how those categories ranked across desktops, laptops, and tablets:
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 14,000+ respondents—Samsung offers an equal experience.
Interestingly, Apple often cites customer satisfaction scores of up to 98 or 99% for its hardware according to 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 told you earlier why this is so.
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!