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Can Apple Card Get Users More Entrenched into Apple’s Ecosystem?


Mar. 29 2019, Published 8:27 a.m. ET

Apple’s credit card has many good features

Apple (AAPL) unveiled its laser-etched titanium credit card at its keynote event on March 25. The card offers better security features that could reduce credit card fraud. The card will push users to use its digital wallet, Apple Pay. Apple’s credit card can also be used at places where Apple Pay is not accepted. The card is built into the iPhone’s Apple Wallet app. Customers will also have the option of getting the physical credit card, which won’t have a card number on it.

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Apple is entering an already saturated market

The credit card, powered by Goldman Sachs and Mastercard, will be launched this summer. The card, which does offer slightly better features, will likely deepen Apple’s already robust ecosystem and could entice Apple fans. However, whether it will meaningfully penetrate an already saturated market remains to be seen.

The card’s deep integration with iPhone and Apple Pay means that Android lovers may not even consider getting the card. However, the tech giant hopes that curious customers will give the card a go. Apple’s user base is so huge that many customers may be enticed to get the card.

Even if the Apple Card is not the primary credit card for consumers, adoption of the card would still be a win for Apple because it will get people to use Apple Pay and Apple Wallet.


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