Customers Still Love the iPad, But Are Tablets Getting Boring?

J.D. Power and Associates has proved once again that Apple’s (NASDAQ:AAPL) products are a simple favorite for consumers, as the firm gave the iPad resounding approval. However, the analysis held one bad bit of insight.

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The firm frequently does consumer satisfaction studies for all sorts of technological products from cars to phone to tablets and much more. Apple knows this quite well, as the iPhone’s customer satisfaction rating has beaten the competition nine consecutive times.

Now, the firm has just issued Volume 1 of its 2013 U.S. Tablet Satisfaction Study, and the iPad took the cake for the second time in a row. The industry average was 828 points out of 1,000, and Apple managed to pull in 836 points. Amazon (NASDAQ:AMZN) followed in second with 829 points — the only other manufacturer to score above the industry average.

Though they were below the average, Samsung, Asus, and Acer weren’t too far away from Apple and Amazon in terms of score. Samsung earned a score of 822, Asus followed with 818, and Acer rounded out the top five with 784 points. Despite being close, these rankings did not earn any of the other companies the rating of “among the best,” which Apple alone received.

The firm’s ratings are based on performance first, then ease of operation, aesthetics, features, and pricing. On those counts, Apple has taken the cake. But, this win might not be as exciting for the company as previous wins. In fact, it might be an upset for a lot of the manufacturers reviewed.

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Though Apple beat the competition with 836 points, its score was lower than its 2012 ranking, when it scored 848. Amazon, Samsung, and Acer also had reduced scores from the previous study, earning 841, 827, and 811 points, respectively. In both reports, Amazon and Apple only had a difference of 7 points. Only now they are both scoring lower than they had before, forcing the question: why are tablets’ ratings going down when the technology ought to be improving?

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