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!