Do you want to know if your customers are happy and loyal to your products? If so, it’s crucial to understand Apple NPS for insight and success in the market. In April 1976, Steve Jobs, Steve Wozniak, and Ronald Wayne came together to start Apple to create and sell the Apple computer.
The most recent Apple Net Promoter Score data shows Apple’s NPS score is 61 in 2025. The Net Promoter Score ranges from -100 to 100, with scores above 0 generally considered good. In the Technology/Software industry, the average NPS score is 58, and scores above 50 are considered excellent.
Apple’s NPS falls between great and excellent, and they get reliable results because they do NPS surveys often. So, how does Apple achieve a high NPS score consistently? In this blog, we’ll find out the answer to this question.
What is NPS?
NPS is a customer loyalty metric that measures how likely customers recommend a business to others. When used correctly, it can boost your company’s earnings significantly. The key benefits of NPS include its strong connection to a company’s growth and easy collection, understanding, and data sharing.
While the core objective of business remains the same, the ways to measure and improve customer satisfaction have changed over time. The NPS score is a potent tool for categorizing customers and assisting businesses in enhancing their overall experience.
Most Net Promoter Score surveys ask just one question:
“Considering your overall experience with our company, how likely are you to recommend us to a friend or colleague?”
The answer options are arranged horizontally on a scale of 0-10.
Based on the Net Promoter Score, customers are divided into three categories:
- Promoters: These customers rate 9 or 10 and are pleased with your services. They’re loyal and could become advocates for your business, likely recommending your company to people in their social or professional circles.
- Passives: Customers giving a 7 or 8 have an average experience. They are satisfied but might switch to competitors if given the chance. They remain neutral, neither spreading negative word-of-mouth nor actively promoting your brand.
- Detractors: Customers who rate below 6 are unhappy. They share their negative experiences, damaging the company’s reputation. They are unlikely to repurchase or recommend your product or service, discouraging others as well.
You can calculate your NPS by subtracting the percentage of detractors from the percentage of promoters.
Apple’s Net Promoter Score
Apple is a well-known tech company based in the United States. Their top Apple products include iPhone, iPad, Mac computer, iPod, Apple TV, and Apple watch. Apple operates on iOS and macOS Operating systems.
Apple provides various online services, such as the iTunes Store, the iOS App Store, and the Mac App Store. Additionally, they offer Apple Music and iCloud.
Apple is famous for keeping its customers happy and loyal. This shows that people really like the brand. In 2017, Apple scored 72 for customer satisfaction, which was much better than other consumer electronics brands.
Apple always tries to improve its Net Promoter Score, and it’s been paying off. For example, from 2007 to 2017, Apple’s NPS score went up from 58 to 72. It dropped to 61 in 2024 but was still higher than other electronic brands.
A positive NPS score starts from 0. Scores above 50 are considered excellent, and those exceeding 80 are world-class. If your score is zero or higher, it means you have more Promoters than Detractors, which is positive. But it’s crucial to compare your score with others in your industry.
For instance, in the technology sector, where the industry average score is 59, Apple’s NPS of 61 is above average. However, certain products, like Airpods, perform exceptionally well with an NPS of 75.
Reason Behind High Apple NPS
Apple’s impressive Net Promoter Score (NPS) results from various essential factors that showcase the company’s strong dedication to making customers happy and innovative. These factors explain why Apple consistently stands out as one of the leading brands of loyal customers and customer advocacy.
1. Prioritizing Customer Satisfaction
Apple focuses on creating products and services that cater to customer preferences, striving to provide an all-encompassing experience rather than just selling items.
This commitment to customer satisfaction is noticeable in Apple stores, where store managers and staff members are trained to connect with customers personally, guiding them through a five-step process to bring joy and inspiration.
By prioritizing customer satisfaction in every interaction, Apple nurtures a strong sense of brand loyalty and encourages customers to become enthusiastic advocates.
2. Proactive Customer Feedback Management
Apple actively listens to customer feedback through Net Promoter Score. They send post-purchase surveys to customers right after purchase to understand their satisfaction and whether they would recommend the Apple product.
This quick feedback helps Apple identify areas for improvement. Additionally, Apple shows dedication to addressing concerns by reaching out to dissatisfied customers within 24 hours to resolve issues promptly and prevent further dissatisfaction.
3. Promoting Employee Satisfaction
Apple understands the importance of its employees in influencing the customer experience, so it prioritizes their satisfaction.
Apple employees are the drivers of their high net promoter score. Apple uses surveys like the employee Net Promoter Score (eNPS) to measure how content and involved employees are. It creates an atmosphere of trust and teamwork.
Satisfied employees tend to feel empowered; they’re more likely to provide great customer service that aligns with the brand’s values, ultimately boosting customer satisfaction.
4. Commitment to Innovation and Quality
Apple always pushes the boundaries of technology. They offer inventive products known for their reliability and durability. By prioritizing quality, Apple builds trust with customers who see its products as wise, long-term choices.
5. Notable Focus on Details
Apple’s attention to detail is precise in every part of its products and services, from hardware design to user interface. By refining even the most minor details, Apple sets itself apart from competitors and enhances customer satisfaction.
6. Providing Exceptional Customer Experiences
Apple delivers personalized and smooth customer experiences using feedback to predict and meet their needs. From single sign-on features to omnichannel support and customized recommendations, Apple aims to make every interaction with its brand memorable and satisfying.
Learn About: eNPS Survey Software
Learning from Apple’s NPS Score
Apple’s impressive Net Promoter Score shows that the company is doing well and has a bright future. They focus on giving customers an exceptional experience, which has greatly helped them. This shows that using NPS to see how well your company is doing can be really helpful.
By following Apple’s example, your organization can also achieve essential goals by using NPS:
- Improving Customer Experiences: Making customer feedback and satisfaction a top priority, as Apple does with its NPS strategy, can enhance customer experiences. By paying close attention to what customers say and meeting their needs, you can create positive interactions that leave a lasting impression.
- Higher Customer Retention Rates: Concentrating on enhancing NPS scores can result in higher customer retention rates. By consistently meeting or exceeding customer expectations, you can foster stronger relationships, minimize customer turnover, and boost the overall value of each customer over time.
- Long-Term Loyalty from Customers: Apple’s high NPS scores reflect the long-term loyalty it has built with its customers over time. When you consistently provide outstanding products and experiences, you can gain the trust and loyalty of your customers, securing their ongoing support and advocacy.
- More Referrals from Customers: Satisfied customers are more likely to recommend your brand to others, resulting in more referrals and organic growth. When you prioritize customer satisfaction and NPS, you can benefit from word-of-mouth marketing and organically grow your customer community.
By learning from Apple’s success with NPS, your company can set itself up for big gains ahead. By focusing on customers, asking for feedback, and always trying to get better, you can build strong relationships with customers and grow steadily.
How to Identify Your Company’s Net Promoter Score?
Identifying your company’s Net Promoter Score requires a structured method for collecting customer feedback to measure their loyalty and satisfaction levels. Here’s a step-by-step guide to finding your NPS:
- Conduct NPS Surveys: Create and share NPS surveys with your customers. These surveys usually ask just one question: “On a scale of 0-10, How likely are you to recommend our company/product/service to a friend or colleague?” Based on the responses, categorize customers as Promoters (scoring 9-10), Passives (scoring 7-8), or Detractors (scoring 0-6).
- Calculate NPS: Once you’ve collected responses, calculate your NPS by subtracting the percentage of Detractors from the percentage of Promoters. The result is your Net Promoter Score, ranging from -100 to +100.
- Analyze and Act on Feedback: Review the customer feedback and pay close attention to comments and suggestions. Identify areas for improvement and develop action plans to fix them. Engage with both satisfied and unsatisfied customers to understand their experiences and viewpoints.
- Regularly Monitor NPS: Regularly monitor your NPS to track changes and trends. Periodically surveying your customers helps you understand the effectiveness of your initiatives and measure progress in improving customer satisfaction and loyalty.
- Use an NPS Platform: Consider using an NPS survey platform such as QuestionPro. QuestionPro has tools and resources that make it easier to create, distribute, and analyze Net Promoter Score surveys. This survey platform provides customizable survey templates, automated survey distribution, and multi-channel survey capabilities to reach customers effectively.
Enhance Your NPS with QuestionPro
QuestionPro offers tools designed specifically to measure and analyze Net Promoter Score (NPS) efficiently. Here’s how QuestionPro can help:
- NPS Question Type: QuestionPro includes a dedicated NPS question type, making it easy to collect consistent and accurate data for Net Promoter Score surveys.
- Automated NPS Calculation: The platform automatically sorts survey respondents into Detractors, Passives, and Promoters based on their responses, simplifying the process of calculating NPS scores.
- Real-time Analytics: Access real-time insights and analytics to track NPS trends, monitor changes in customer loyalty, and identify shifts in sentiment as they happen.
- Customizable Surveys: Customize your NPS surveys to fit your needs, including adding follow-up questions for more detailed feedback.
- Distribution Options: Reach your target audience through various channels like email, websites, social media, and more to maximize survey participation.
- Closed-Loop Feedback: Use QuestionPro’s closed-loop feedback feature to follow up with customers who provide feedback, addressing any issues raised and expressing gratitude to loyal customers.
- Integration and Data Export: Easily integrate NPS data collected with QuestionPro into your existing CRM systems and analytics tools for further analysis and reporting.
- Mobile and Offline Surveys: Collect NPS feedback conveniently through mobile devices and even in areas with limited internet connectivity.
One important goal of NPS measurement is to track its changes over time. This involves analyzing NPS data from the NPS survey in a graphical format, considering time as a factor.
The QuestionPro NPS survey dashboard provides comprehensive charts and graphs displaying NPS values. Additionally, it presents comparative NPS benchmarks and scores related to geographical regions, products, and services.
Ready to start using NPS to boost your business? We’re here to assist you. Reach out to us for a great customer experience and to achieve an impressive NPS score.
