Apple has an incredibly loyal customer base.
Mac users tend to get iPhones and both generally stay within the Apple ecosystem, according to data from SQ Magazine.
- Apple’s iPhone customer retention rate hovers near 92%, well above most rivals.
- In 2025, Apple’s Net Promoter Score (NPS) is estimated at 61, surpassing tech industry averages.
- Apple’s loyalty rate among smartphone users remains around 89%, despite slight declines.
- More than 2.2 billion active Apple devices were in use globally by 2024.
- Apple maintains over 90% customer retention consistently among its core user base.
- Roughly 79% of iOS users stay within the Apple ecosystem (i.e., do not switch to Android).
“Around 73% of iPhone users describe themselves as ‘highly or somewhat loyal’ to Apple. Among Millennial iPhone owners, 96.4% plan to repurchase with Apple,” the magazine shared.
That means any change or move Apple makes impacts its customer base. When Apple stops supporting a product or kills an app, those moves impact millions of people.
Now, Apple has decided to do something it rarely does and close three stores.
Apple leaving struggling malls
Apple stores are a destination in themselves because they’re the easiest way to interact with the company. I routinely drive 90 minutes round-trip to my closest Apple store because that’s the best option for servicing the multiple MacBooks we own.
Customers visit Apple’s stores to put their hands on computers, phones, and watches before buying them, to obtain service, and to learn more about their products.
Now, Apple has decided to close three stores, all for essentially the same reason: They’re operating in struggling malls.
“At Apple, we are constantly striving to deliver exceptional service and great experiences for our customers. As we continue investing to expand and enhance our retail stores and offerings worldwide, we remain deliberate about evaluating our existing locations to ensure that we can meet our customers’ needs in the best way,” the technology giant shared in a statement to Mac Rumors.
The company was clear about why it made the decision.
“Following the departure of several retailers and declining conditions at Trumbull Mall, the Shops at North County, and Towson Town Center, we’ve made the difficult decision to close our stores at these locations,” Apple added.
Apple employes at Trumbull and North County will continue their roles at nearby Apple Retail stores. Towson employees will be eligible to apply for open roles at Apple.
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Apple drives retail customers
Apple can be picky about its locations because its customers will find the brand’s stores, which drive an impressive amount of money per square foot.
“When it comes to the most incredible retail experience you can find today, Apple stores are undoubtedly going to top many lists. As the most profitable retail experience per square foot, there is no question that Apple stores have helped grow the company into the $3 trillion global electronics behemoth it is today,” 24/7 Wall Street reported.
The “most profitable” title isn’t a formal one, but it’s widely believed that Apple drives more sales per store square foot than any other retailer.
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Apple’s lead over the industry average is actually very strong, according to data from Shopify.
“Across the U.S., the typical store produces about $325 in sales per square foot per year, according to industry benchmarks. Leaders like Apple generate more than $5,500, while bulk-warehouse giant Costco rings up nearly $1,900. The gap between average and best in class is measured in thousands of dollars per square foot,” Shopify reported.
Apple store sales keep growing
Stores have been a sales driver for Apple.
“In retail, we continue to bring a magical experience to our customers all around the world, and we were thrilled to have our best-ever results in retail during the quarter,” CEO Tim Cook said during the company’s first-quarter earnings call.
Apple has differentiated its retail stores by being a service and training destination.
“The Genius Bar is the epitome of immediate gratification. It beats chat support by a mile. As a consumer I love it, although I don’t use it often,” Bob Amster, a senior manager with the Northeast Retail Consulting Group of Ernst & Young, posted on RetailWire.
GlobalData Managing Director Neil Saunders does have a complaint about Apple’s stores, though.
“Apple’s shops look great. And most associates are very helpful and pleasant. The biggest problem? Finding someone to help! There are no registers and while there is sometimes a greeter at the door, you often have to wander around trying to catch someone’s eye to get help or to pay for something,” he wrote on RetailWire.
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