Apple is perhaps the most talked about IT company in the world and has revolutionized the PC, phones and other mobile devices through both its innovative hardware and software. Its business model is being replicated or rather attempted to, by scores of companies worldwide. Few however, are looking at the Apple success story where customer satisfaction is concerned.

The University of Michigan calculates an American Customer Satisfaction Index or ACSI on the basis of a survey conducted since 1995. Apple has been topping this annual survey for 7 years consecutively, with an all time high score of 86 out of 100 this year. As always it is head and shoulders ahead of its competitors, with companies like Dell, HP, Acer etc tied at 77 and HP’s Compaq at 74. The gap between Apple and its rivals is remarkable. Though they all improved their scores, they have consistently lagged behind Apple, in fact, sinking further behind.