Apple knows how to keep its customers happy — and one of the most reliable indicators of that satisfaction is its Net Promoter Score® (NPS). NPS is a key metric used by businesses worldwide to measure customer loyalty and satisfaction.
It’s calculated by asking customers how likely they are to recommend a company’s products or services to a friend or family member on a scale of 0-10.
So, what’s so special about Apple’s NPS? Well, put simply, it is consistently above the industry average. In 2022, Apple’s NPS score is 72 — almost 20 points higher than the industry average of 54 and recently in 2024, it was at an impressive 61. In this blog post, we’ll explore some of the reasons why Apple’s NPS score is always high and what other companies can learn from their success.
Those who are interested in running an NPS survey, feel free to use one of our templates. It’s completely free!
Sample NPS Survey
Use This Template7 Reasons Behind Apple’s High Net Promoter Score
Apple sure has one of the most loyal customer bases worldwide. Their customers are so devoted that many take any criticism of the brand personally! Let’s explore the seven key factors that contribute to Apple’s impressive NPS.
1. Superior Products and Services
This one is pretty obvious. Apple is renowned for producing some of the best products in the industry, ranging from high-resolution monitors to top-of-the-line video cards and lightning-fast SSDs. The combination of superior products and exceptional service has earned Apple a reputation for customer satisfaction that is hard to beat.
2. Customer Experience Focus
Apple puts a lot of effort into ensuring that its customers have a positive experience every time they interact with the company. Be it retail store design to online chat support, Apple goes above and beyond to make sure its customers are happy.
This approach to customer experience management directly impacts the NPS of Apple, as customers feel valued throughout their journey with the brand.
3. Innovation. Innovation. Innovation.
Take Apple’s watch and AirPods — they are very innovative because they solve common problems that people face.
For example:
Apple Watch provides health monitoring that alerts users when they need breaks
AirPods eliminated the frustration of tangled wires while delivering premium audio quality
Apple has been able to gain such a loyal fan base because it consistently produces high-quality products that people love which reflects in Apple’s NPS..
4. Market Differentiation
One of the primary reasons for Apple’s high NPS score is its differentiation. Apple has always been known for its sleek design and user-friendly products. This commitment to innovation and design has helped them stand out from the competition and build a loyal following among consumers. And, as we all know, happy customers are more likely to recommend a product or service to their friends and family.
5. Strong brand loyalty
Once people start using Apple products, they’re often hooked for life. The company’s loyal customer base is one of its biggest strengths. Not only do these customers continue buying Apple products, but they also act as evangelists, spreading the word about how great the company is.
6. Loyalty Programs
Another reason for Apple’s high NPS score is its loyalty program, which offers significant discounts on products and services to members. This program provides additional value to customers and helps create a sense of community among Apple fans. And, as we all know, loyal customers are much more likely to recommend a product or service than one-time buyers.
7. Environmental Commitment
Apple’s NPS is incredibly high because they’re environmentally cautious. The company has been able to create products made from recycled materials, which helps reduce waste and protect the environment. This is a very important issue for many people, and Apple’s commitment to using recycled materials shows that it is a company that cares about its impact on the planet.
Understanding the Net Promoter Score (NPS)
If you’re not in the customer success or product management field, you may not be familiar with the Net Promoter Score (NPS). For those of us who live and breathe customer engagement, however, NPS is a household name.
If you’re not familiar, NPS is a metric that measures customer satisfaction and loyalty. It’s a valuable tool for gauging how likely your customers are to recommend your product or service to their friends and family.
Net Promoter Score is a widely used metric for measuring customer satisfaction and loyalty. It’s calculated by asking customers a simple question: “On a scale of 0-10, how likely are you to recommend our product/service to a friend or colleague?”
Here’s an NPS survey template from SurveySparrow that you can use.
Product NPS Survey
Use This TemplateKey Takeaways from Apple's NPS Success
There’s no doubt about it—Apple is doing something right when it comes to keeping its customers happy. The company has strong relationships with its customers through:
Exceptional product quality and performance
Prioritizing customer experience at every touchpoint
Continuous innovation that solves real problems
Clear market differentiation
Building and nurturing brand loyalty
Environmental responsibility
These factors collectively contribute to Apple’s consistently high NPS year after year.
Explore more about SurveySparrow’s NPS software and improve your own Net Promoter Scores.
