Apple Customer Loyalty Statistics By Region, Most Valuable Brands, Preferred Apple Device Model and Facts
Updated · Jan 14, 2025
TABLE OF CONTENTS
- Introduction
- Editor’s Choice
- General Apple Customer Loyalty Statistics
- By Market Share By Region
- By Most Valuable Brands Worldwide
- Leading Watch Brands By Brand Awareness In The USA
- By Preferred Apple Device Model
- Leading Digital Payment Brands By Brand Awareness In The USA
- By Apple Device Owners By Demographics
- Why People Love Apple?
- Reasons Behind Apple’s High NPS
- Apple’s US Revenue Growth Driven by Brand Loyalty and Premium Adoption
- Conclusion
Introduction
Apple has been at the forefront of modern technology for over a decade, continuously delivering innovative devices that have captivated consumers worldwide. Synonymous with luxury, Apple is not just a brand but a hallmark of high-end technology and customer devotion. This commitment to innovation and seamless technology integration has cultivated a strong, loyal customer base. Apple users exhibit high brand loyalty, with many Android users also switching to Apple during technology upgrades.
Customer satisfaction and loyalty are critical benchmarks for Apple, as reflected by their impressive Net Promoter Score (NPS). In 2022, Apple’s NPS reached 72, significantly surpassing the consumer electronics industry’s average. This score represents a notable rise from an NPS of 58 in 2007, highlighting steady growth in customer approval over the years.
Although there was a slight dip to 63 in 2018, Apple successfully navigated through the challenges posed by the pandemic. By maintaining high standards of customer service and launching initiatives like the Covid-19 contact tracing technology in partnership with Google, Apple not only enhanced its market presence but also reinforced its customer relations. This strategic focus on customer experience and community support helped Apple achieve a record fiscal year in 2020, culminating in a robust NPS of 72 by 2022.
Editor’s Choice
- iPhones have captured 61.3% of the total smartphone industry in the USA as of 2024.
- Apple’s customer retention rate has consistently been over 90% for the past three years, with a specific retention rate of 92% among iPhone users.
- In 2024, Oceania had the highest market share for Apple at 55.55%, followed by North America at 54.76%, and Europe at 35.84%.
- Approximately 92% of individuals who have previously owned iPhones are likely to purchase another Apple device.
- As of 2023, Apple is the second most valuable brand worldwide with a value of USD 297.51 billion.
- Apple Pay was the second leading digital payment brand in the USA in 2023, with 81% brand awareness.
- Around 2.32 billion iPhones have been sold globally since the product’s launch.
- Apple has more than 2 billion active devices globally as of the latest data.
- There are more than 1.46 billion active iPhone users worldwide in 2023.
- 88% of Apple product owners also own iPhones, while 73% own iPads, 58% have Apple Watches, and 50% own Mac computers or laptops.
- The number of iPhone users in the United States has increased from 45 million in 2012 to 124.7 million in 2022.
- Apple controlled 57.4% of the US smartphone market as of June 2023.
- North Korea has the highest per capita number of iPhone users, with 99.4% of all smartphones in use as of January 2023.
- In the first quarter of 2023, iPhones ranked 4th in the list of 15 bestselling premium smartphones.
- iPhone users were 18% more loyal to their brand than Android users.
- 84% of iPhone owners plan to purchase another Apple device to replace their current one.
- Apple had a 74.6% trade-in brand loyalty rate.
- 48% of iPhone users polled stated they were unlikely to switch brands.
- According to a Bloomberg Intelligence 2023 survey, Android users preferred to switch to iPhone models such as the 15 Pro Max, 15 Pro, and 14 Plus.
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General Apple Customer Loyalty Statistics
- According to Apple Customer Loyalty Statistics, 92% of individuals who have already owned iPhones are likely to stick with Apple for their next purchase.
- As of 2023, there are more than 1.46 billion current iPhone users globally, which accounts for 21.67% of the worldwide smartphone user population. Of these, 135.97 million reside in the USA.
- Apple Customer Loyalty Statistics estimates that the total number of units will be 1.56 billion by the end of 2024.
- In the USA, iPhones have captured 61.3% of the total smartphone industry as of 2024.
- In the Q1 and Q2 of 2023, Apple generated $211.99 billion of revenue.
- As of Q3 of 2023, around 151.3 million iPhones were shipped.
- Apple Customer Loyalty Statistics by demographics of iPhone users show that 51% of the users are female, while male users represent 49%.
- Globally, Apple iPhone unit sales resulted in 80.5 million.
- Furthermore, iOS 17 is the leading iOS version in Apple devices in 2024.
- The adoption rate for iPhone 14 Pro Max in the current year is 7.07%.
- By 2025, the no of active iPhone devices worldwide is projected to reach 1,561 million, of which 150.79 million users will be located in the USA.
- Around 88% of Apple product owners also own iPhones, while iPads are simultaneously owned by 73% of consumers. 58% and 50% of owners have Apple Watch and Mac computers or laptops respectively.
- Apple Customer Loyalty Statistics show that 60% of Apple customers have at least 3 to 4 Apple devices.
- Since launch, around 2.32 billion iPhones have been sold around the world.
- 80% of the market is captured by iPhones in the refurbished smartphone market.
- In Q1 of 2023, iPhones took 4th spot in the list of 15 bestselling premium smartphones.
- iPhone 6 and iPhone 6 Plus made the record of biggest selling iPhone models in history.
- North Korea has the highest per capita number of iPhone users, with 99.4% of all smartphones in use as of January 2023.
- According to a survey by CIRP, Apple has maintained an extremely high customer loyalty rate of 90% for the last three years.
- 73% of consumers said they would always prefer Appl products over other brands.
- As of 2023, Apple’s Net Promoter Score was 61, the highest among other electronic brands, making it above average.
- The retention rate for Apple devices is around 87%.
- Apple Customer Loyalty Statistics show that 76% of iPhone users stay loyal to the brand because of the seamless ecosystem.
- Furthermore, Apple has recorded a mobile customer satisfaction score of 8.2 out of 10 in the smartphone segment.
- 75.8% of Apple Watch users in the USA said they would make another Apple Watch purchase.
- 84% of American teens said they prefer iPhones over other smartphone brands.
- According to the Morning Consult Brand Index, Apple is the 6th most loyal brand in the USA.
- The loyalty rate for Apple iPad users is 91%.
- As of 2023, in the smartphone market share by sales, 19% of models sold were Apple iPhone 14, iPhone 14 Pro, and iPhone 13 represented 6%, and iPhone 14 Pro Max shared 12%.
| Region | iPhone Market Share |
|---|---|
| Worldwide | 27.6% |
| North America | 54.76% |
| South America | 14.33% |
| Asia | 15.94% |
| Europe | 35.84% |
| Oceania | 55.55% |
| Africa | 14.18% |
(Source: demandsage.com)
- As of 2024, the highest market share is captured by Oceania contributing 55.55%, followed by North America at 54.76%, and Europe at 35.84%.
- The global market share, including all regions, shows 27.6%; on the other hand, South America, Africa, and Asia have the lowest capture market share, resulting in 14.33%, 14.88%, and 15.94%, respectively.
By Most Valuable Brands Worldwide
(Reference: statista.com)
- As of 2023, Apple became the second most valuable brand worldwide with $297.51 billion value. Amazon topped the list with $299.28 billion just a bit more than Apple.
- Google, Microsoft, Walmart, Samsung Group, ICBC, Verizon, Tesla, and TikTok were reported as the most valued brands in the world.
Leading Watch Brands By Brand Awareness In The USA
(Reference: statista.com)
- Customer Loyalty and brand awareness align closely; therefore, the Apple Watch segment proved to be the leading brand by brand awareness in the USA in 2023 with an 88% score.
- Rolex, Samsung Galaxy Watch, Casio, and Timex followed the list, respectively.
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By Preferred Apple Device Model
(Reference: bloomberg.com)
- According to a survey conducted by Bloomberg Intelligence 2023, compared to users who are already owners of iPhones, android users preferred to shift to 15 Pro Max, 15 Pro, and 14 Plus.
- On the other hand, active users who prefer to change their models also voted majorly for 15 Pro Max along with 15 Pro and 15.
Leading Digital Payment Brands By Brand Awareness In The USA
(Reference: statista.com)
- As of 2023, in the USA, Apple Pay was the second leading digital payment brand with 81% brand awareness.
- PayPal ranked on top with 91%, while Venmo tailed Apple Pay with similar brand awareness.
- Google Pay, Amazon Pay, Visa Checkout, Samsung Pay, etc were other leading brands in terms of digital payments by brand awareness.
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By Apple Device Owners By Demographics
(Reference: mspoweruser.com)
- As of 2023, Apple Customer Loyalty Statistics showed that there is a greater number of users who own a Mac as compared to iPad and iPhone users aged between 25 to 34 years.
- On the other hand, the percentage of ownership in the younger generation for iPhones, iPads, and Mac is equal resulting in 22%.
- The least number of owners are aged 65 years and above.
Why People Love Apple?
Apple is loved by its customers. Their Net Promoter Score (NPS), a measure of customer satisfaction and loyalty, has consistently been high. In 2022, it reached a remarkable 72, well above the consumer electronics industry average. This score reflects how much people like the brand and are willing to recommend it to others.
Over the years, Apple has steadily improved its NPS, indicating a focus on customer satisfaction. Despite challenges like the pandemic, Apple managed to maintain its customer base and even achieved record fiscal performance in 2020.
Reasons Behind Apple’s High NPS
Understanding why Apple’s NPS is so high can provide valuable insights for other companies looking to improve customer loyalty.
1. Relieving Purchasing Anxiety
Apple alleviates customers’ fears about product quality and support. They offer a generous one-year warranty and free repairs or replacements for malfunctioning products. With a vast network of retail stores and online support, customers feel confident buying from Apple, knowing help is readily available.
2. Attention To Detail
Apple pays meticulous attention to product design and packaging, creating a unique and memorable experience for customers. Even small details, like the weight distribution of the Apple Pencil or the indentation on MacBook laptops, enhance user satisfaction.
3. Focus On Employee Satisfaction
Happy employees lead to happy customers. Apple’s focus on employee well-being, training, and recognition ensures a motivated workforce. Their eNPS score of 19 in 2022 reflects employee satisfaction, contributing to better customer service.
4. Unique Customer Experiences
Apple goes beyond standard customer service, offering personalised interactions and anticipating customer needs. Their “Listen for and resolve issues” approach ensures prompt resolution of customer concerns, enhancing satisfaction and loyalty.
5. Emphasis On Simplicity
Apple simplifies the customer experience with single sign-on features and seamless integration across devices. Their omnichannel support and educational resources like the Tips app further enhance user convenience.
6. Innovation As A Core Value
Apple’s commitment to innovation sets it apart. Products like AirPods and Apple Watch showcase their ability to deliver groundbreaking technology. Despite occasional setbacks, Apple’s dedication to pushing boundaries resonates with customers.
7. Continuous Improvement
Apple actively listens to customer feedback and uses it to improve. Their rapid response to customer concerns and commitment to service recovery demonstrate a proactive approach to enhancing the customer experience.
8. Focus On Customer Value
Instead of prioritising profits, Apple prioritises customer value. This customer-centric approach has made Apple one of the most successful and profitable companies in the world.
Apple’s US Revenue Growth Driven by Brand Loyalty and Premium Adoption
Apple’s US Revenue Projected to Grow in FY24 Despite Stagnant Sales, Thanks to Brand Loyalty and Premium Adoption – Bloomberg Intelligence.
- Despite stagnant unit sales, Apple’s US revenue may grow in fiscal year 2024 due to high brand loyalty and increased adoption of high-end models, according to Bloomberg Intelligence.
- The third annual Bloomberg Intelligence iPhone survey included over 1,600 smartphone users.
- Only 62% of survey participants owned smartphones released within the last three years, a decrease from 69% in 2022.
- Apple’s loyalty rate among surveyed consumers is exceptionally high at 93%, while Android’s loyalty rate stands at 80%.
- Consumers are increasingly opting for the high-end Pro Max model, which costs 20% more than the Pro model and 33% more than the Plus model.
- The iPhone’s installed base is projected to grow at a modest 2% per year going forward, down from the past three-year average of 5%.
- A significant portion of new unit sales may come from Android users switching to iPhone.
- Revenue growth for iPhones in the US is possible in fiscal 2024, even if unit shipments decrease slightly.
- Ownership of the Apple TV product among iOS users has dropped to 14.5% from 22% last year.
- Usage of the AppleTV+ service has decreased to 26.6% in 2023 from 31.7% in the previous year.
Conclusion
As we all know, Apple not only provides products but creates exceptional experiences for its customers. Their focus was always on advanced technology. When other smartphones were unaware of any advanced features of Apple products were popular for uniqueness in terms of user experience. Moreover, grabbing the exact needs of customers and applying them to their products showcasing innovation, simplicity, improvement in the products, and increased satisfaction is what makes people stick to Apple.
The recent example of Apple Vision Pro, which made us land ourselves in the future has increased customer value and retention. Thus, Apple always prioritises customer satisfaction over business success which makes them the leading luxury brand in the world as shown by Apple Customer Loyalty Statistics.
Pramod Pawar brings over a decade of SEO expertise to his role as the co-founder of 11Press and Prudour Market Research firm. A B.E. IT graduate from Shivaji University, Pramod has honed his skills in analyzing and writing about statistics pertinent to technology and science. His deep understanding of digital strategies enhances the impactful insights he provides through his work. Outside of his professional endeavors, Pramod enjoys playing cricket and delving into books across various genres, enriching his knowledge and staying inspired. His diverse experiences and interests fuel his innovative approach to statistical research and content creation.
