Apple logo Apple Net Promoter Score 2018 Benchmarks

Last known Net Promoter Score is

47

Apple is an American multinational technology company headquartered in Cupertino, California that designs, develops, and sells consumer electronics, computer software, and online services. The company's hardware products include the iPhone smartphone, the iPad tablet computer, the Mac personal computer, the iPod portable media player, the Apple smartwatch, and the Apple TV digital media player. Apple's consumer software includes the macOS and iOS operating systems, the iTunes media player, the Safari web browser, and the iLife and iWork creativity and productivity suites. Its online services include the iTunes Store, the iOS App Store and Mac App Store, Apple Music, and iCloud.

Apple was founded by Steve Jobs, Steve Wozniak, and Ronald Wayne in April 1976 to develop and sell personal computers. It was incorporated as Apple Computer, Inc. in January 1977, and was renamed as Apple Inc. in January 2007 to reflect its shifted focus toward consumer electronics. Apple joined the Dow Jones Industrial Average in March 2015.

Quick facts about Apple

Owner 7 controlling shareholders The Vanguard Group (6.43%) BlackRock Fund Advisors (4.22%) State Street Global Advisors (4.19%) Fidelity Management & Research (2.84%) Northern Trust Investments (1.26%) Berkshire Hathaway Investment Management (1.09%) T. Rowe Price Associates (1.06%)
Key people Arthur D. Levinson (Chairman) Tim Cook (Chief executive officer) Jonathan Ive (Chief design officer) Luca Maestri (Chief financial officer) Jeff Williams (Chief operating officer)
Industry Computer hardware Computer software Consumer electronics Digital distribution Fabless Silicon Design Corporate venture capital
Services Apple Pay Apple Store Online Apple Store iTunes Store iOS App Store Mac App Store iBooks Store iCloud Apple Music
Subsidiaries FileMaker Inc. Anobit Braeburn Capital Beats Electronics Apple Energy, LLC Apple Sales International

Net Promoter Score for Top Brands compared with Apple

NPS is a customer loyalty metric that measures customers’ willingness to not only return for another purchase or service but also make a recommendation to their family, friends or colleagues.

It is a powerful and effective technique, which can greatly increase a company's revenue if used properly.

The main advantages of NPS are close correlation with a company's growth and easy collection, interpretation and communication of the data.

Learn more about NPS

Yes, it is.

Net Promoter Score is a number from -100 from 100.

Scores higher than 0 are typically considered to be good and scores above 50 are considered to be excellent.

The industry average for Consumer Brands / Electronics is 45.



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How to understand the NPS benchmarks

The final Net Promoter Score of a company strongly depends on a context in which the satisfaction is measured.

Consider an example: If Apple sends out NPS surveys immediately after purchase, they are tracking their customers' initial excitement and the checkout experience.

On the other hand, if they survey their customers a few weeks after the purchase they are also tracking how satisfied their customers are with their products and services over time.

Therefore, comparing the NPS score of Apple with your own without any further context is not that useful.

What is extremely useful though, is using the NPS methodology to track the satisfaction of your customers over time. That's where Customer.guru comes in.

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Consumer Brands / Electronics companies with similar Net Promoter Score

Company Score
Huawei 47
Apple 47
Nintendo 43
GoPro 51
LG phones 41
Panasonic 39
Nissan 35
Philips 33
Motorola 33
Sony 61

Other companies with Net Promoter Score similar to Apple

Net Promoter Score benchmark sources

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