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Metrics Responsible to Satisfy Customers at Apple

1. Problem Statement

Keeping the customers satisfied is not an easy task for an organization and it gets more complex if it is a task to perform over more than a decade. The smartphone giant Apple has always proved its uniqueness by providing the customer unique features through its electronic products including iPhones, tablets, laptops and software (Pinson & Brosdahl, 2016). There are certain specific metrics that always keep Apple ahead and unique over its close competitors and let it keep its customers satisfied. The metrics include dedicated stores, unique software, unique designs, unique features, high camera quality, smoother experience, continuous innovation, continuous updating of software, leading status and high-end customer service (Bulik, 2007). Though the competition has increased over the time still Apply has tried its best to maintain these all metrics efficiently. Mostly the software used by Apple in its smartphones, tablets and Mac notebooks & laptops have always provided the customer to experience high-end quality features. When the other competitors depend on the windows and android software to provide their services Apple has adopted its own creation and has trusted upon it (McMains, 2006). The addition of new products with more high-end services including Apple IphoneX, iPhone 7 plus and Iphone7 in the smartphone category has attracted many customers around the works easily due to unique and best features available in the market. Though Apple is regarded as the luxury product provider still the customers always try to acquire one of the products of Apple as a remark of its customer (Susskind, 2015). At Apple, the customer satisfaction is displayed not in terms of units of sale or customer feedback at the service center but in terms of a dream to acquire a product of Apple. From a survey conducted by the CNET, the breakdown of Apple products is least among its customers which denote how qualitative products Apple provides to its customers (Thomson, 2015). Among the metrics, the quality and innovation is the strength of Apple in maintaining the customer satisfaction over the last decade (Lee, 2013).

2. Aims and Objectives

The aim of the research is to understand the metrics that helped Apple to keep its customer satisfied. The objectives of the report are

  • To study the metrics responsible to keep the customer satisfied
  • To understand the effort of Apple in keeping its customers satisfied
  • To find out the metrics used by Apple to maintain customer satisfaction efficiently

3. Research Process Employed

3.1 Research Methods Used

In this research study, the sole focus was to add the secondary data as they are reliable and easy to collect and also helpful in preparing the research report easily. In this report not only the qualitative data are studied but also the quantitative data are thoroughly analyzed so that meaningful conclusion could be drawn in preparing the research report. To collect both types of data the journal articles, reports, conference proceedings, Apple website reviews, social media and website articles are studied thoroughly (Wingfield, 2007).

3.2 Research Analysis Done

While studying the quantitative and qualitative data collected from the secondary sources the sole concern will be to find out the metrics helped Apple in keeping its customer satisfied. From the quantitative data, it will be measured numerically how Apple got a response from its customers in terms of customer satisfaction over the last decade. In the qualitative data, the key metrics will be noted. In the next step, the combined analysis will be noted in terms of preparing the report (Yuan, 2007).




Bulik, B. S. (2007). APPLE. Advertising Age , 78 (41), 5-23.

Lee, Y. J. (2013). A Comparative Analysis of Consumers’ Smart Phone Preferences by NLP Preference Sensation Types. International Journal of Control and Automation , 6 (2), 135-142.

McMains, A. (2006). TBWA’s Media Arts Lab Rebundles for Apple. Adweek , 47 (25), 345-355.

Pinson, C., & Brosdahl, D. J. (2016). The Church of Mac:Exploratory examination on the loyalty of Apple customers. Journal of Marketing and Management Research , 2, 43-50.

Susskind, A. (2015). Apple’s iPhone Launch: A Case Study in Effective Marketing . Journal of Management , 3 (2), 56-67.

Thomson, M. (2015). The ties that bind: Measuring the strength of consumers’ emotional attachments to brands. Journal of Consumer Psychology , 15 (1), 77-91.

Wingfield, N. (2007). iPhone ‘Surfing’ On AT&T Network Isn’t Fast, Jobs Conceeds. The Wall Street Journal , 87 (2), 34-40.

Yuan, L. (2007). Apple’s iPhone Is It Worth It? The Wall Street Journal , 4 (3), 38-56.

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