Apple's iPad takes the lead in latest customer satisfaction survey, Amazon close behind

Apple's iPad takes the lead in latest customer satisfaction survey, Amazon close behind

There’s no denying that Apple’s products are placed quite high up in the pricing spectrum. And, as expected, along with this premium pricing come rather high satisfaction scores – the iPhone and Apple Watch have near-perfect satisfaction ratings. But according to a new report by the American Customer Satisfaction Index, the iPad and Mac don’t command this same level.

In a survey conducted, which covers laptops, desktops, and tablets, it was revealed that Apple’s iPad and Mac lines reached a median satisfaction level of 83/100. While this is significantly lower than the number obtained by the Apple Watch and iPhone, it still represents the top spot overall for the category. After all, Samsung, which sits in a close second place, obtained an overall score of 82 for its tablets and laptops. Much like Apple’s score, this result is the exact same number obtained last year by the company’s products. However, Apple is no longer Samsung’s only competition. In fact, the South Korean giant could soon be overtaken by Amazon, which tied Samsung for second place in the latest survey.

Last year, the online retailer’s Fire tablets reached a satisfaction rating of 79. However, the various improvements made to the lineup over the past year have seemingly boosted satisfaction levels considerably and could result in Amazon taking the crown. 

All brands considered, consumers were most satisfied with desktops with an average score of 83. Tablets then followed in second with a median score of 80, and lagging behind in last place were laptops which reached just 75 out of 100.

source: ACSI 



1. piyath

Posts: 2445; Member since: Mar 23, 2012

These polls are very flawed and phony. Useless...

5. lyndon420

Posts: 6824; Member since: Jul 11, 2012

Flawed how? Because apple is on a downward trend?

2. Fred3

Posts: 561; Member since: Jan 16, 2018

These i believe are fixed especially after when i tried getting my son's ipad unlocked after Apple had that bug going around putting people Ipads into activation mod. Or when my other son locked up his iphone and was told to wait 7days then come back. Apple always treat their customers like they stole their products even after showing them proof of purchas even when going to their Apple store.. They're a joke this poll obviously is fixed.

7. Dr.Phil

Posts: 2450; Member since: Feb 14, 2011

Did you even read the poll? The 83 score was based on tablets, desktops, and laptops. And if you look at the breakdown of those surveyed, it says 59% were laptop users and only 24% were tablet users. So Apple’s score is based mostly on their MacBooks than the iPad.

3. MarvzIsFallen

Posts: 646; Member since: Aug 11, 2017

There’s no competition in tablet market. Apple dominated the entire market. Android OS for tablets are piece of junks and garbages. Waiting now to the new ipad pro 11” with face ID.

10. cocoy

Posts: 463; Member since: Oct 30, 2015

Man, would you please study correct usage of phrases and grammar. Android OS is singular, therefore don't use "are" as linking verb and adjective in plural form. peace :)

4. path45th

Posts: 406; Member since: Sep 11, 2016

This survey proves what I have posted many times here. I have a 4 years old iPad Air 2 that I have heavily used at work and at home or holidays, it still gets all the latest updates, it still performs fast, I can still get anything from 7 to 10 hours of battery life of continuous use, I never had to fix anything. It’s better than any pc I’ve ever had. Apple makes very good products indeed. The survey is 100% correct.

8. gamehead unregistered

The surface isnt on this list?

11. bucky

Posts: 3790; Member since: Sep 30, 2009

As much as i love the surface pro, i have not heard the best things about it. Specifically, slow read/write speeds and major slow downs when put under some pressure.

9. cmdacos

Posts: 4264; Member since: Nov 01, 2016

How did the author narrow down that iPad was the clear winner here?

13. Vokilam

Posts: 1278; Member since: Mar 15, 2018

Thought this was obvious - This is a mobile device centric website. The derived devices from given data that’s applicable to this website’s nerrative - and in this case is the tablet - it falls into the lowest commmon demonimantor of the entire spectrum of companies and their products in this study.

14. cmdacos

Posts: 4264; Member since: Nov 01, 2016

So pulled it out of their ass then... Got it.

17. Vokilam

Posts: 1278; Member since: Mar 15, 2018

I’m sorry did I use big boy words? - you seem to not understand.

12. Jrod99

Posts: 760; Member since: Jan 15, 2016

Air 2 still kicking butt. May get a pro this year anyways.

15. darkkjedii

Posts: 31308; Member since: Feb 05, 2011

12.9 inch 2016 Pro for me, and I’m keeping it till it no longer turns on. It’s my fav product from Apple, but the Series 4 is threatening its crown. I love this Watch man.

Latest Stories

This copy is for your personal, non-commercial use only. You can order presentation-ready copies for distribution to your colleagues, clients or customers at or use the Reprints & Permissions tool that appears at the bottom of each web page. Visit for samples and additional information.