Apple, Samsung Users Dissatisfied with Smartphone AI Features
freecores.com – Despite the marketing push from major smartphone makers like Apple and Samsung highlighting artificial intelligence (AI) capabilities, a recent survey reveals that users remain largely unimpressed. Conducted by SellCell, a platform for selling used electronics, the survey gathered responses from over 2,000 iPhone and Samsung users. It found that 73% of iPhone users and a striking 87% of Samsung users felt that AI features added little to no value to their smartphone experience.
The survey underscores a gap between the promotion of AI and users’ understanding of its utility. “Companies are marketing their products with slogans like ‘now with AI,’ but they fail to explain how users can actually benefit from these features,” explained HP Newquist, executive director of The Relayer Group, a New York City-based business consulting firm.
Newquist emphasized that the vague messaging surrounding AI creates confusion. “Consumers are being told they have access to AI without clear guidance on how to leverage it,” he said. “It’s not enough to announce that a device includes AI; companies need to provide specific, compelling reasons for users to engage with it.”
This lack of clarity extends beyond consumers to corporate America, where businesses are similarly being told to adopt generative and agentic AI without understanding its practical applications. “Until companies and consumers are given clear instructions on how AI can improve their workflows or daily lives, the lukewarm response will likely continue,” Newquist added.
Privacy concerns and a lack of clear guidance may be limiting excitement about AI capabilities among smartphone users, particularly those of Apple and Samsung. Mark N. Vena, president and principal analyst at SmartTech Research, highlighted that Apple users often have high expectations for data protection. “Skepticism arises when users question whether AI features offer genuine improvements over what competitors already provide,” he explained. Limited compatibility with older iPhone models further alienates users, as newer features often remain exclusive to recent devices.
On the Samsung front, Vena noted that Galaxy’s AI offerings struggle to stand out from other Android-based systems. “Samsung’s AI features seem more incremental than groundbreaking, which could reduce user interest,” he said. Inconsistent software experiences across Samsung devices also contribute to this lukewarm reception compared to Apple’s more cohesive ecosystem.
Greg Sterling, co-founder of Near Media, emphasized that Apple’s AI features, such as Apple Intelligence, lack sufficient public understanding. “Apple needs to better educate users on what the features are and when they will be available,” he remarked. Tim Bajarin, president of Creative Strategies, echoed this sentiment, urging companies like Apple and Google to create tutorials showcasing how to use their AI features effectively.
Rob Enderle, president of the Enderle Group, added that learning to use AI requires effort. “Prompting AI effectively isn’t intuitive. Users need significant training to unlock its potential,” he explained. Enderle pointed out that AI’s relative novelty in smartphones contributes to the survey’s negative findings, as many users are still unfamiliar with its functionality.
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Apple Intelligence, Apple’s AI-powered feature suite, is rolling out gradually, which may explain why users have yet to fully embrace its potential. Greg Sterling, co-founder of Near Media, noted that the incremental deployment of these features has left users waiting for clear, concrete benefits. “In a year or two, I suspect this survey would reveal different outcomes,” he predicted.
Will Kerwin, an equity analyst with Morningstar Research Services, echoed this sentiment. He attributed the lackluster response to Apple Intelligence to the time required for users to understand its utility and adjust their habits accordingly. “We believe iPhone sales driven by AI will be stronger in fiscal 2026 than they are currently in fiscal 2025,” Kerwin said.
Runar Bjørhovde, an analyst at Canalys, offered another perspective, emphasizing that most consumers don’t prioritize AI when purchasing smartphones. “People buy phones for different features, not necessarily because of AI,” he explained. Current AI capabilities, he argued, often fail to meet the lofty expectations set by marketing campaigns. “It’s not surprising that AI features might disappoint because they’re not as advanced as the hype suggests,” he added.
Bjørhovde also pointed out that many tech companies are grappling with declining public enthusiasm, forcing them to market AI aggressively as a way to regain interest. “AI is a gold mine right now, offering potential for exciting innovations in the future. But for now, it exists in a marketing bubble where people don’t know what to believe,” he contended.
A recent SellCell survey revealed that 16.8% of iPhone users are open to switching to Samsung if it offers superior AI features. In contrast, only 9.7% of Samsung users expressed interest in moving to Apple for better AI capabilities.
The survey highlighted a notable decline in brand loyalty for both Apple and Samsung over the past two years. Apple’s user loyalty dropped from 92% in 2021 to 78.9%, while Samsung saw a decline from 74% to 67.2%.
Ross Rubin, principal analyst at Reticle Research, attributed the waning enthusiasm to a decrease in excitement surrounding Apple’s annual upgrade cycle. “These AI features are an effort to inject innovation into the user experience, but most consumers prioritize basic functionality over platform-specific perks,” Rubin explained. He found it surprising that so many Apple users were willing to switch, given the investments they’ve made in the App Store and Apple’s ecosystem.
Despite the findings, some experts remain optimistic about Apple’s brand strength. Tim Bajarin, president of Creative Strategies, stated, “We don’t see brand loyalty slipping in our surveys. We anticipate Apple will have a strong holiday season with robust iPhone sales and many new users joining its ecosystem.”
Will Kerwin of Morningstar Research Services echoed this sentiment, adding, “Apple’s AI features are another way to reinforce user commitment to the brand. In our view, iPhone users are significantly likely to stay loyal to Apple.”
