Apple
apple.com ↗In their words
“Apple TV+ drops 3 percentage points to ACSI score of 75 following 30% price increase to $12.99.”
“Apple's iPhone loyalty rate climbs to 87% as customer switching to Android slows.”
“Apple maintains strong customer retention at around 92%, reflecting brand loyalty in the secondhand mobile device market.”
Disclosed NPS over time
Every Net Promoter Score Apple has published, by date.
NPS disclosures (11)
Apple tops customer satisfaction powered by its laptop and tablet satisfaction scores versus Samsung in personal computer category.
Apple TV+ drops 3 percentage points to ACSI score of 75 following 30% price increase to $12.99.
Chinese consumers demonstrate strong brand loyalty to Apple, with NPS consistently ranking above domestic competitors.
Apple's Net Promoter Score is estimated at 61 in 2025, surpassing tech industry averages.
Apple's Net Promoter Score in 2025 is estimated at 61, surpassing tech industry averages.
Apple has a Net Promoter Score of 47 and a 62% subscriber retention rate for Apple Music, illustrating its ability to monetize ecosystem loyalty.
Apple's Net Promoter Score in 2025 is 61 out of 100, above the industry average of 58, indicating strong brand loyalty.
Apple Intelligence received a net promoter score of 53 from iPhone users, characterized as easy to use, innovative, and improving user experience.
Apple's Net Promoter Score as of 2023 is 61, the highest among electronic brands.
Apple's Net Promoter Score for 2017 was 72, significantly higher than the average NPS score in the industry.
Apple iPhone experienced a 13-point drop in Net Promoter Score in 2016, while Samsung's NPS for smartphones held steady.
Retention disclosures (29)
Apple demonstrates solid customer retention and brand loyalty, with positive growth outlook expected.
Apple prioritizes installed base growth and customer retention beyond one year of hardware sales.
Apple's iPhone loyalty rate climbs to 87% as customer switching to Android slows.
Apple maintains strong customer retention at around 92%, reflecting brand loyalty in the secondhand mobile device market.
Apple's iPhone customer retention rate hovers near 92%, well above most rivals, and 2025 NPS estimated at 61.
Apple's iPhone customer retention rate stands at 92%, significantly above most competitors.
Apple's iPhone ecosystem shows increased customer loyalty, supporting services growth outlook.
Apple's ecosystem diversification is assessed as strengthening customer retention and insulating the company from hardware volatility.
Apple reported a customer-retention rate of 89% in the 12 months to March.
Apple iPhone customer retention rate reported at approximately 77%, though sourcing is noted as non-transparent.
Warren Buffett highlighted Apple's 95% customer retention rate as a sign of moat-like brand loyalty and competitive strength.
Apple's shift to subscription-based AppleCare+ is expected to improve customer retention by reducing active renewal friction.
Apple maintains a 90% customer retention rate, demonstrating strong brand loyalty and positioning for long-term success.
Apple's App Store contingent pricing feature targets customer retention and subscription attraction.
CFRA Research cited Apple's high customer retention rates as part of its positive view of AAPL's ecosystem and expanding addressable market.
Apple TV+ reports major gains in customer satisfaction and retention metrics.
Apple's StoreKit 2 simplifies app subscriptions and refunds; app developers may see improved customer retention as a result.
Apple's services (TV+, Pay, AppleCare, App Store) play important roles in customer retention strategy.
Apple's Fitness+ service is positioned as a customer retention tool and on-ramp for hardware sales to its massive iPhone user base.
Apple terminating arcade game contracts with partners as it seeks to improve customer retention on Apple Arcade service.
Apple has industry-leading customer retention rates, supporting its earnings and stock performance.
Apple's iPhone customer loyalty has hit an all-time low according to recent data.
Former Apple retail head Angela Ahrendts reports worker retention reached almost 89% under her leadership.
Apple's former retail chief claims retention rates reached an all-time high, up over 20 percentage points in five years, with customer loyalty scores at historic highs.
Apple TV Channels uses original content as a customer retention tool.
Apple achieves customer retention rates of 90%+ with 350 million iPhones in active use.
Apple's iOS customer retention rate has risen fairly dramatically over the last few quarters.
Apple's iOS loyalty and retention rates hit all-time highs in Q3, narrowing the gap with Android over a three-year trend.
Apple strengthens customer retention rate through AirPods product pipeline and ecosystem investments.
Lighthouse companies in Technology
About these figures
Every figure here was publicly disclosed by the named company: press releases, annual reports, SEC filings, earnings calls and news coverage. Companies tend to publish their NPS when it is good, so these numbers run higher than a true industry average: read them as what leading companies in this vertical say publicly, not as an industry benchmark.
NPS runs from −100 to +100. Retention figures are reported as the company defines them (net revenue retention, gross revenue retention, customer retention rate, churn). Every entry links to its source in the full database.