“Apple customers have historically been very loyal, with 80-90% or more of customers upgrading from one iPhone to another. Now we see increasing loyalty with other brands … Apple Brand Loyalty: How Customer Loyalty Can Lead to a Competitive Advantage September 19, 2017 Ronan Martin Apple are gearing up for the launch of the hotly anticipated, 10-year anniversary model of the iPhone - the iPhone X. “We see increasing brand loyalty, following the long-term gains in operating system loyalty,” said Mike Levin, Partner and Co-Founder of CIRP. Apple drives the strongest brand loyalty among its contemporaries, in a number of categories according to a new report. According to NPS Benchmarks, Apple’s NPS score in 2017 was a resounding 72, which is significantly higher than the average NPS score of the consumer electronics industry. Apple has set a new standard in brand loyalty, as reflected in their stock reaching an all time high of $164 on the 1st Sept 2017, fuelled by customer momentum. Apple’s customer satisfaction and loyalty have been growing steadily over the years, reflecting the way consumers view the brand.



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