The American Customer Satisfaction Index (ACSI) has published this year’s Telecommunications, Cell Phone, and Smartwatch Study. Here’s how the iPhone and the Apple Watch did.
iPhone loses a point, as Apple Watch holds steady
Over the years, Apple has touted its high customer satisfaction as a hallmark of the quality of its products, to the point that Tim Cook’s “customer sat” line has become a sort of meme, particularly during Apple events and earnings calls.
Just last month, during Apple’s Q2 2026 earnings call, customer satisfaction came up five times over the course of the hour-long session, with Apple CEO Tim Cook and CFO Kevan Parekh mentioning twice that customer satisfaction for the iPhone 17 lineup had recently been measured at 99% in the US by 451 Research. Parekh also cited 451 Research figures of 97% for the Mac, 98% for the iPad, and 96% for the Apple Watch.
This week, however, the ACSI (via Macworld) released this year’s Telecommunications, Cell Phone, and Smartwatch Study, with somewhat different numbers.
