Apple is one of those brands that never cease to grow and don’t show any signs of slowing down. It continually provides first-class products and excellent customer experiences.

One of the reasons why the tech giant achieves both is its focus on improving its NPS (Net Promoter Score), which shows how happy its customers are with its products, and how many promote them.

According to the latest NPS tests, the Apple NPS for different categories is the following:

  • Laptops – 64
  • Desktops – 65
  • All-in-one desktop PCs – 67
  • Tablets – 75
  • Mobile operating systems – 51
  • Smartphones – 43

Another recent NPS research shows that the overall Apple NPS is 68 at the moment, which is a great score. Net Promoter Scores of 30-60 are indicators of great brands with plenty of satisfied and loyal customers, while everything above 70 is considered excellent.

What Is NPS?

NPS or Net Promoter Score is customer satisfaction and loyalty metric that shows how likely someone is to recommend your brand to others.

To calculate your NPS, you need to conduct a survey where you’ll ask customers to rate their experience with your brand from 0-10.

An NPS survey contains only one question: “On a scale of 0-10, how likely are you to recommend [brand] to a friend or colleague?”

Depending on their feedback, brands can classify their customers into three distinct categories:

  • Detractors (0-6) – unhappy customers who are unlikely to recommend you to others and might even discourage people from engaging with your brand
  • Passives (7-8) – satisfied customers who aren’t crazy about your brand, so they’re not actively recommending it, but also aren’t criticizing it
  • Promoters (9-10) – happy and loyal customers who recommend you to others and boost your reputation and sales

So, how do you calculate your NPS? By subtracting the percentage of detractors from the percentage of promoters.

Since an NPS score ranges between -100 and 100, any score above 0 is good, as it shows you have more promoters than detractors.

Benefits of Using NPS

Using NPS comes with several significant benefits for any business in any industry. Let’s have a look.

Improving customer satisfaction, retention, and loyalty

Your NPS shows how satisfied your customers are with your overall brand, including your products or services, customer support, website, social media interactions, and more.

As such, it can provide you with the big picture that indicates if you’re on the right path to success. If you have more promoters than detractors, you can continue doing what you do best.

But what about all those detractors and passives? Since you know who they are, you can improve their experience and turn them into promoters.

For instance, you can ask for their feedback through another survey, or get in touch with them directly to find out how you can meet their needs better. Showing that you care can go a long way and inspire long-term loyalty.

Identifying potential areas for improvement

NPS doesn’t measure customer satisfaction regarding certain products of services, so it can’t directly pinpoint areas for improvement. You need additional feedback that’s more than just a number, which is where other types of surveys come in.

However, if you conduct NPS surveys regularly, after every new change you implement in your brand, you can track those changes over time and see what you may need to adjust.

For instance, if you change your website navigation and your new NPS shows a drop in customer satisfaction, you’ll know where to focus your efforts.

Forecasting future business growth

Since NPS measures the likelihood of your customers recommending your business, it can help you measure your future growth. It can help you identify repeat customers and forecast an estimated number of referrals.

As it shows you who your promoters are, you can use that knowledge to sell new products to those happy customers. Being your most loyal customers, they’re likely to try new products and even spend more.

Why NPS Is Relevant to Your Customer Service

The above benefits of NPS show why this metric is relevant to your customer service and overall business. But how does it help you improve customer service, really?

Well, look at Apple’s NPS. How did Apple achieve such a high score, and how does it keep increasing it? By having a laser-like focus on customer service, while consistently offering top-notch products.

The company uses NPS to improve customer experiences continually. It understands the devil’s in the details and goes above and beyond to provide sensory experiences, from unboxing its products to using them daily.

It also relieves purchasing anxiety by offering outstanding customer support, an excellent online self-help center, a one-year warranty, and free repairs and replacements.

Apple provides personalized customer experiences and gathers feedback on its user-focused personalization. It focuses on improving employee satisfaction, too, because happy employees offer fantastic customer service.

Looking at these and many other Apple’s efforts to improve customer service and increase its NPS can help you do the same and grow your business.

What Companies Use NPS?

Apart from Apple, there are many more companies that use NPS for continual improvement and growth. Some of the most notable include:

  • Airbnb
  • Amazon
  • AT&T
  • eBay
  • Expedia
  • Facebook
  • IBM
  • LG Electronics
  • Microsoft
  • Netflix
  • PayPal
  • Sony
  • Starbucks
  • Tesla

The Future?

The previous and current Apple NPS indicate that the tech company’s future is bright. Given all its efforts for enhancing customer experience, it’s clear that its NPS will continue increasing.

You can learn a lot from brands like Apple, so we highly recommend keeping tabs on its efforts to achieve customer loyalty.

Dig deep into all the reasons behind its high NPS and see how you can follow in its footsteps. We’re confident you’ll build a better future for your company and earn a high NPS, too.


NPS is one of the best metrics to calculate, follow, and improve, as it can lead the way to better customer experiences, higher retention rates, repeat business, more referrals, and long-term loyalty. Harness its power and seize an opportunity to join the big guns and springboard your business to dizzying heights.