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Home / Technology / The Apple Card is a perfect example of Apple's post-iPhone strategy

The Apple Card is a perfect example of Apple's post-iPhone strategy



Apple's services event is here: what's the most interesting: a credit card, aptly called the Apple Card, with both a physical and a digital version that gives you up to 3 percent cash back. You're already own. But the future of the future is over. The future is over, and the future is over.

In this case, Apple has decided that it needs a traditional product, even one with the dubious moral baggage of a credit card, to promote Apple Pay. While the digital wallet and payment platform is growing fast, it is still being used by all global iPhone owners. So just as Apple is competing with Netflix and large cable companies as part of their future TV shows and paying top dollar for Hollywood talent, the company no longer sees the status quo in payments as a viable path forward for Apple Pay ,

"Rivka Gewirtz Little, a global research analyst firm IDC who specializes in payments. "So, to see a big tech firm, which has its on innovation, go search a traditional route ̵

1; that's what I think is a bit odd here.

For the iPhone has become more ubiquitous." Apple has tried to emulate the paradigm-shifting success of the App Store and iTunes by barreling its way into TV and movie, mobile payments, and news. But time and again over the past half-decade or so, Apple has run into the hard economic and logistic reality of trying to change industries that are far less than mobile software and music.

And while Apple Pay May be a bold vision of the future, it is likely to become truly mainstream in the US. In the meantime, Apple wants to sell you the benign and the boring – a credit card, a cable package, a magazine subscription – in hopes it can make its software and services as an intrinsic part of everyday life as its smartphone. Apple's playbook, especially as it plays catch-up to companies like Netflix and Spotify.

Apple's strategy mirrors that of Amazon. The e-commerce giant started out selling genuinely new and best-in-class products like the Kindle and then the AI-powered echo speaker. But Amazon has since used the consumer goodwill it garnered and digitally outsourced its storefront to white label clothing brands, home supplies, and AmazonBasics-branded AA batteries.


Image: Apple

Apple is doing the same, using the iPhone as the ultimate gateway to transforming iOS and Mac users into a series of multiple recurring revenue streams , Apple News, Apple News, iCloud, or the new TV app. Apple is short of making its own version of Prime, in which all of these services could be bundled together, but the company appears to be taking its cues from Amazon's subscription approach to further lock iPhone owners into a broader ecosystem.

With the Apple Card, the company is just so far, and so does the financial means you use to do so. Apple is not reinventing the wheel – the card, as reported by CNET does not have contactless capabilities like newer cards from competing banks, so you'll need to slide it or input the chip into a reader to use it every time. Instead, Apple is giving users a no-frills credit card that's a cleverly disguised way to juice Apple Pay adoption and usage.