Improve Brand Advocacy with Our Net Promoter Score Survey
Get 10x More Survey Responses Over The Industry Standard
“Sell an experience and not a product”. Apple stands by this motto as if its existence depends on it. And it does!
Apple’s NPS score is one of the highest in the industry since it was introduced in 2007. Apple is known for its loyal, enthusiastic, almost evangelical fan base. The buzz and build-up of new releases every year show no signs of slowing down.
What is Net Promoter Score?
The Net Promoter Score was developed by Fred Reichheld (Bain & Company) in 2003, the author of The Ultimate Question. The NPS survey question asks one single question to assess brand advocacy.
“On a scale from 0 to 10, how likely is it that you would recommend our company/product/service to a friend or colleague?”
The respondents are segregated on the basis of their score: detractors (0-6), passives (7-8), and promoters (9-10). Promoters are happy customers while detractors are unhappy customers. Passive are customers who do not lean on either side.
Net Promoter Score formula:
Formula: NPS %= % of Promoters – % of Detractors.
Using this formula, companies gauge the customer health score and identify pain points to improve their product and services. The net promoter system empowers companies to focus on their customer experience.
What is A Good Net Promoter Score?
Net Promoter Score ranges from -100 to 100 (the scores can be below 0, at 0 or above 0).
- A score above 0: the brand has a considerable number of promoters along with a few detractors.
- A score between 0 to 30: the brand has a huge scope to offer product improvements and undeniable customer experience.
- A score above 50: this is considered excellent.
- A score of 70 and above comes with years of consistent improvement in customer and employee experience. However, it is considered as a competitive benchmark in the industry.
Compare industry benchmarks within your industry’s competitors to find out the benchmarks in your sector. This will help build your competitive edge and enhance your market research.
Calculate Net Promoter Score Here for Free
Apple’s NPS benchmarks over the years: 2021, 2022, 2023, 2024 and 2025
For Apple, their NPS is calculated internally and this information may not always be available to the public. Apple always tries to improve their overall NPS score.
- In 2020, their score was 65 according to PCMag and Satmetrix calculated it at 57 (the average Net Promoter Score was calculated across four product areas).
- Apple’s employee Net Promoter Score (eNPS) was mapped at 24. This means that people were happy to work for the Apple ecosystem.
- In 2022, an NPS score of 72 was significantly higher than any other brands in the consumer electronic industry. It was a massive rise from their score of 63 in 2018.
- In 2023, it dropped to 61 but was still higher than most electronic brands.
- In 2024 and 2025, Apple recorded a NPS score of 61 (still higher than most electronic brands). Apple airpods achieved an NPS score of 75.
5 Main Reasons for Apple’s High Net Promoter Score
Here are the 5 key factors that make Apple a brand to be reckoned with.
1. Apple focuses on relieving purchase anxiety:
There is a phenomenon known as purchase anxiety that affects new buyers who consider switching ecosystems. Apple assures its customers that they will always have help at their disposal. They can head to the nearest authorized Apple store, reach out to customer support or read the section on Apple Support Page.
Apple also extends customer support across various social networking sites. Apple’s omnichannel support strategy does not allow users to feel that they have invested in a risky product. Due to the continued snowball effect of experience over time, Apple’s NPS survey score had touched 72 in 2022 which was the highest in the industry.
2. A dedicated team collects feedback and provides resolution:
Apple seeks customer feedback immediately after the purchase of an Apple product. Customer feedback enables store managers to prepare for service recovery calls to close any negative feedback loop. This activity proves to be a learning procedure for Apple employees.
This is the APPLE acronym:
A: Approach customers with a personalized, warm welcome
P: Probe politely to understand the customer’s needs
P: Present a solution for the customer to take home today
L: Listen for and resolve issues or concerns
E: End with a fond farewell and an invitation to return
The team abides by this acronym. Personalized assistance can make people increase spending by 500% as per a survey. Apple also extends personalized assistance on social media platforms.
3. Apple actively attends to detractors who score 6 or less on NPS surveys:
Apple takes pride in rapid response that also reaps profits for the company. Store managers called detractors within 24 hours and studied the subsequent results of this action. Apple discovered that these initial detractors eventually purchase more of their products and services than the other customers. So every hour spent calling detractors generated more than $1000 in revenue or additional sales of $25 million in a year.
People can reach out to the support team via their social media accounts, web page help section, email, chat and phone calls. Thanks to their relentless customer service, the brand gets ample recognition from word of mouth, both online and offline.
4. The brand improves employee experience which improves customer experience:
Apple understands that employees who are satisfied in the working environment are more likely to turn into promoters themselves. So they launch reviews for their team every four months.
They roll out eNPS (NPS score given by employees). This helps them determine if people would recommend the brand as a pleasant place to work at. Since employees are usually stricter critics than customers, the eNPS score also detects store detractors and finds suitable resolutions for the problems. Happy employees attend to the customers with utmost care.
Customer experience is more than just customer service. This global tech giant creates a team that also plays a pivotal role in being brand promoters.
5. Customers notice a high attention to details in every product:
The company goes an extra mile to offer more than just quality and reliable products. Their attention to detail starts from a packaging experience. Their 360 degree approach to customer experience begins with a tactile experience. The company has dedicated product designers who design a delightful unboxing experience. This makes buying Apple products a truly sensory moment. Their product designers are extremely mindful of how people use their products along with the specific intention.
Use the NPS Survey To Improve Customer Experience
1. Customer Feedback Integration:
Use NPS feedback surveys into your overall customer feedback strategy. Use the right survey tools to collect customer data and analyze NPS response rate alongside other customer feedback sources.
2. Identify Promoters and Detractors:
Segment customers into promoters (score 9-10), passives (score 7-8), and detractors (score 0-6). Focus on turning passives into promoters and addressing concerns of detractors.
3. Closed-Loop Feedback System:
Establish a closed-loop feedback system to respond to customers promptly. Show appreciation to promoters and address support tickets raised by detractors to improve their experience.
4. Benchmarking and Trend Analysis:
Compare your NPS scores with industry benchmarks for context. Analyze trends over time to understand the impact of changes in your business strategies on customer loyalty.
5. Employee Involvement:
Engage employees in understanding and improving NPS scores. Tie NPS performance to employee incentives to encourage a customer-centric mindset. Employee experience is primary to providing a stellar customer experience.
6. Use NPS as a Leading Indicator:
Leverage NPS as a leading indicator of customer loyalty and satisfaction. Anticipate potential issues by monitoring changes in NPS before they escalate.
7. Integrate NPS with Business Metrics:
Connect NPS metrics with other key business metrics like revenue, customer lifetime value, and churn rates. Demonstrate the impact of NPS improvements on overall business success.
8. Omnichannel Optimization:
Ensure that NPS surveys are optimized for omnichannel platforms to capture customer feedback from across various platforms. Respect Google’s mobile-friendly guidelines to enhance user experience. Remember to comply with Google’s guidelines on data privacy when implementing any changes related to NPS on your website or mobile applications.
Conclusion
Apple is the electronic giant that consistently focuses on upgrading their CX. This tech giant has stood the test of time in a competitive market. Merren offers interactive and dynamic net promoter score surveys for your brand too! These surveys are compatible across mobile devices. Try our 14-day trial without any credit card details. View our list of the best NPS tools and software for your customer experience needs.