Apple NPS in 2021 [updated 2024]

Trustmary teamTrustmary team
Last edited: June 20th, 2024
apple nps

Apple NPS in 2021

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.

In 2022, Apple’s NPS will be at 72. Keep in mind that NPS is not a value from 0 to 100, but -100 to 100. Anything above 0 is considered to be a good NPS.

According to the latest NPS tests, the Apple’s 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

No matter what Apple product you look at Apple nps in 2021 is outstanding and their customer satisfaction is through the roof.

Another recent NPS research shows that the overall Apple net promoter score 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. Apple’s NPS is somewhere between great and excellent, and their results are accurate as they conduct NPS surveys regularly.

This is amazing that they can do the with the wide range of Apple product they offer including Apple music, sell the Apple watch and a variety of Apple stores. Apple’s brand range is very wide and this increases the chance of dissatisfied customers complaining about Apple products but they still manage to get a good NPS score and close the feedback loop consistently. Steve Jobs would be proud of the Apple store and Apple Inc as a whole as is, we are sure, Steve Wozniak.

A negative word of mouth can kill even the biggest brands and other companies will take their place as soon as they see an opportunity, so keep up with any new NPS trend that might be relevant.

Apple eNPS

In March 2021, Apples’ employee net promoter score was 24. That means that Apple’s employees are happy with working there. Why is eNPS important?

First of all, your employees are the face of your company. The more engaged and happy they are, the better they’re treating your customers as well. When you starting measuring you eNPS regularly, you can track the overall loyalty of your employees.

enps formula

Secondly, eNPS typically has a high response rate so you’ll get an accurate overview of the state of your employees. Furthermore, it allows you to track employee happiness over-time, so you can react to changes as soon as they occur.

What Is NPS (Net Promoter Score)?

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?”

This is how you can make a NPS survey with Trustmary and to gather testimonials at the same time.


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.

Sometimes NPS is tied to the industry like, for example, internet service providers have an average score of 0, which isn’t bad but also isn’t really good. On the other hand, auto dealers have an average score of 39.

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 net promoter score 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 customer loyalty.

Identifying potential areas for improving customer experience

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 net promoter score 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 & customer loyalty

Since the net promoter score 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.

benefits of using nps

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 net promoter score. 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 net promoter score 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. The Apple computer is the standard in the personal computers industry and store managers are aware of this so they strive to perpetuate the company’s growth by maintaining their NPS scores and playing the NPS system they have set up. They approach customers and

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.

Apple employees are the drivers of their high net promoter score and by prompting their customers with an NPS survey every once in a while and through positive customer experience motivate apple users to provide reliable customer feedback.

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

Customer feedback gathered through NPS surveys is just one of the reasons companies keep up with NPS (net promoter score). It is a way for them to have an objective view of their own company and see how their NPS data compares to their industry average.

Online services can really suffer due to negative NPS and average scores are important for tech brands as well, regardless if they work with consumer electronics or are more B2B oriented. Even the consulting industry brands can benefit from keeping up with NPS benchmarks. NPS measures can help them reach other customers.

The Future?

The previous and current Apple net promoter score 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 net promoter score 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.


Net promoter score 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 the power of NPS with a modern NPS tool and seize an opportunity to join the big guns and springboard your business to dizzying heights.

Remember your net promoter score is directly tied to customer satisfaction and customer loyalty so make sure you don’t stifle your company’s growth by ignoring the success Apple’s NPS success in the struggle to generate loyal customers.

You should also compare yourself against others in the industry, and look into NPS Softwares to automate the process.

Trustmary team
Trustmary team


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