Samsung Challenges Apple's PC Dominance in 2023 ACSI Report

Politics, News Sept. 21, 2023, 7:05 a.m.

In the 2023 ACSI report on personal computers, Apples longstanding reign was challenged by Samsung, resulting in a tie. Consumer sentiment indicates a shift in preferences.

The 2023 American Customer Satisfaction Index (ACSI) report on electronics and household appliances has been unveiled, revealing a significant shift in the personal computer category. For the past two decades, Apple has held an unbroken streak as the undisputed winner in this category. However, this year, a formidable competitor, Samsung, has managed to catch up, resulting in a rare tie.

The ACSI report, which collected responses from a diverse sample of over 14,000 individuals selected at random between July 2022 and June 2023, paints an intriguing picture of consumer sentiment. The personal computer category, encompassing desktops, laptops, and tablets, exhibited an average satisfaction score of 80, with Apple's Mac and iPad experiences leading the pack at 83. Notably, this marks a one-point improvement from Apple's previous two-year performance.

Remarkably, Samsung has now joined Apple at the summit, breaking Apple's 20-year solo reign. Samsung surged by 2 points year-on-year in the study, sharing the top spot with Apple. Trailing behind, Dell and Acer claimed second and third positions, respectively.

Delving deeper into the data, desktops emerged as the preferred personal computing device with the highest overall score of 84. Laptops followed at 80, while tablets lagged behind with an average score of 76.

For those curious about the factors contributing to the overall satisfaction scores, ACSI examined ten attributes of personal computers. These attributes were further analyzed by device type—desktop, laptop, and tablet.

This development poses an interesting challenge for Apple, a company renowned for its finely tuned hardware and software, offering what consumers have long perceived as the ultimate personal computer experience. Samsung's ability to draw level in the ACSI study suggests a paradigm shift in consumer preferences.

It's worth noting that Apple often cites customer satisfaction scores as high as 98 or 99% for its hardware, typically sourced from 451 Research, in its quarterly earnings calls. However, studies like ACSI are often viewed as more realistic indicators of consumer sentiment, as they are less likely to depict near-100% satisfaction.

The question now is whether Samsung has genuinely earned parity with Apple in the realm of computers and tablets, or if Apple still holds the crown for delivering the best personal computer experience. Your thoughts and opinions on this intriguing development are welcome in the comments!