Apple iPhone, iPad, Mac) (UK)

Technology Retail in the UK

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Apple iPhone, iPad, Mac) overall Effort Score

last Quarter

Sector Effort Score benchmark

last Quarter

Brand analysis

It’s a tie at the top of the Technology Retail in the UK table this wave as Apple muscles in on the top spot, sitting alongside Samsung.

The brand has added +3 to its Overall Effort Score, closing the ground with Samsung, which took the top position outright for the first time ever in Q1 2025.

Apple has consistently delivered increases in Overall Effort Score and all four pillars since Q3 2024. All four pillars increased by +3 wave on wave as well, underlining Apple's strong performance.

Style of Communication

last quarter

54% say the politeness of their customer service agents is 'excellent'

51% rate the ability to communicate with them in their chosen language (other than English) as 'excellent'

Knowledge & Expertise

last quarter

54% rate the expertise of the customer service agent as 'excellent'

50% rate how well the customer service agent understood their particular problem or question as 'excellent'

Valuing the Customer

last quarter

48% rate this brand as 'excellent' for how they made them feel valued/important as a customer

48% say the range of solutions or options that were suitable was "excellent"

64% say they were 'very satisfied' with the outcome of their communication or contact

Speed of Resolving Problems

last quarter

47% rate how easy it was to find the information they wanted on the website/app as 'excellent'

48% rate how they were able to achieve what they set out to do, or resolve their issue, with the first agent they contacted as "excellent"

48% rate how quickly they were able to achieve they they set out to do, or resolve their issue as 'excellent'

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