I think this would then go against Jakob's law of Internet User Experience. Which would indeed make this negative UX. To expand on this further, I have stated that consumers are accustomed to evaluations being in ascending order. Which would be supported by this 2004 study of questionnaires which clearly shows all the values being in ascending order.
If we take it a step farther and look at the Kano Model we see that user's believe that numbers increasing show more value, so 1 being the least valuable and 5 being the most. Now the study doesn't say what would happen if the numbers were reversed, just that increasing numbers provide increased value in the mind set of customer supports. So this would only imply negative UX.
I did a little more digging into Likert Scale and according to this article, a Likert scale is supposed to be in order from least to most. This has been in effect since 1932 and if we hold Jakob's law true, then the user would be accustomed to seeing this in order from least to most.
Then again, if it does successfully influence consumers to give a more positive answer. Would that not be considered success for the internal users (call center employees).
To further support this theory, I present the Nealson study, Horizontal Attention Leans to the Left, which clearly shows users tend to pay more attention to things on the left and lose interest in things on the right.
Maybe we'll get lucky and Apple will conduct an A/B test and publish the results. (no, I'm not holding my breath.)