Six years later, the Apple Card is a huge but controversial success

On August 20, 2019, Apple officially launched Apple Card with any US citizen able to apply. Since then it's been a hit, but it's faced controversy over everything from low reward rates to alleged sex discrimination — and Apple's partner wanting to pull out.


In every sense bar one, Apple Card is a typical Apple product. It was rumored for years, it launched to fanfare and criticism, plus it was even thought of first by Steve Jobs. The difference is that apart from its titanium card, it's not hardware, and apart from its app, it's not really software either.

When we all look back to see exactly when Apple really pivoted from being a hardware company to a services one, we're going to be sure it was 2019. It might even be March 25, 2019, when Apple eschewed its regular launching of new MacBooks, iPads or education products.


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