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Technology Retail in Australia

Apple Logo
Apple iPhone, iPad, Mac) overall Effort Score
Black Star 1

63

VS

Black Star 2

62

last Quarter

Sector Effort Score benchmark
Black Star 3

57

VS

Black Star 4

56

last Quarter

Brand analysis

Apple is making moves in the Technology Retail in Australia table. The band has taken second place outright for the first time ever in the Customer Effort Index's two-year history.

The brand has added +1 to its Overall Effort Score, taking it to 63 – the highest score it has ever recorded.

Apple has moved slowly but surely up the table for the past year. In Q4 2024, it ranked fourth, Q1 2025 third, and last quarter it ranked joint second alongside JB Hi-Fi. It is now just one point off taking the top spot.

Even more encouragingly for Apple, its score increase is supported by well-rounded growth across all four CEI pillars. Each one has added +1 to its score last wave.

Can Apple take the spot in Q4 2025? Come back in November to find out!

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Style of Communication
65

vs

64

last quarter

50% say the politeness of their customer service agents is 'excellent'

44% rate the ability to communicate with them in their chosen language (other than English) as ‘excellent’

 
Knowledge & Expertise
63

vs

62

last quarter

48% rate the expertise of the customer service agent as 'excellent'

45% say the way details were clearly explained to them was 'excellent'

45% rate how well the customer service agent understood their particular problem or question as 'excellent'

 
Valuing the Customer
65

vs

64

last quarter

48% say the way they understood their needs was 'excellent'

43% say the range of solutions or options that were suitable was "excellent"

57% say they were 'very satisfied' with the outcome of their communication or contact

 
Speed of Resolving Problems
60

vs

59

last quarter

39% rate how they were not left ‘on-hold’ or in a call queuing system for a long time as 'good'

46% rate how they were able to speak to a customer service agent that can help them with their query as 'excellent'

48% say they made it ‘very easy’ to achieve what they set out to do