After survey in 2010, JD Power and Associates has awarded the title for the iPhone is a smart phone (smartphone) is customer satisfaction. Apple on top in many categories of survey and beating many competitors like HTC, Nokia, RIM, Palm and Samsung. But only exception is Categories "function cell", in which iPhone has many others "bypass".

Apple's power in survey is absolute: with four in five categories, respondents estimated iPhone is "one in best smartphones", as opponents frequently get review "under average ", or at best" average. "Actually, Apple averaged 810/1000 point, ahead of its second ranked second with 741 points is RIM.

Survey shows that users prefer touch screen smartphone than smartphone keypad. Also, survey pointed out that there are more consumers see mobile application as major feature for their phones.