Joshua FraserChief Data Nerd, Data Nerds · CEO at Data Nerds, AI & Data Entrepreneur

How Apple Used NPS to Build an iPhone Cult 🚀📱

Name: How Apple Used NPS to Build an iPhone Cult 🚀📱
Uploaded: 2025-09-28T15:00:59+00:00
Duration: 26 s
Channel: Joshua Fraser
Description: In this brief conversation, Joshua Fraser explains that Apple embedded the Net Promoter Score (NPS) into every aspect of the iPhone’s ecosystem—from…

28 Sept 2025 · 0 min

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In this brief conversation, Joshua Fraser explains that Apple embedded the Net Promoter Score (NPS) into every aspect of the iPhone’s ecosystem—from Genius Bar visits and unboxing moments to App Store reviews—to continuously gauge and improve customer loyalty. By treating the NPS question ("How likely are you to recommend us?") as a core metric, Apple aligned product tweaks, service upgrades, and overall user experience with the goal of turning a popular device into an indispensable, high‑value brand. Speaker B reinforces the philosophy of starting with the ideal customer experience and working backwards to technology, highlighting that Apple’s strategy was to ask what extraordinary benefits could be delivered to the customer, using NPS as the guiding compass.

When Apple launched the iPhone, they didn't just track sales, they tracked NPS religiously. NPS measures customer loyalty by asking one core question. How likely are you to recommend us to a friend or to a colleague? Every genius bar visit, every unboxing experience, every app store review, they ask, would you recommend us? They put this into every single improvement within Apple, all the UX tweaks and even in store service upgrades.
You've got to start with the customer experience and work backwards to the technology. And as we have tried to come up with a strategy and a vision for Apple, it started with what incredible benefits can we give to the customer? Where can we take the customer?
MPS helped them go from popular to indispensable and arguably the most valuable brand on the planet.