Apple has a lot to offer. But for more traditional financial entities such as those talking with the company about Apple Card, the biggest thing it can offer is that it is more than capable of building software and services to compete with challenger banks.
And while many of us might rejoice if those challengers defeat the established order of financial things, incumbent entities will not fold without a fight — hence, the interest in Apple Card. They think Apple could help them thrive in the New World Fiscal Order. They are probably right.
Deal, or no deal?
This is what’s at stake in Apple’s talks around the Apple Card. Banks want a direct line to the world’s most affluent customers, want to surprise and delight those customers, retain and profit from them, and they believe Apple can help them do it. The only snag is going to be whether Apple gets the deal right, or prices itself out of the market — after all, Apple was a challenger once, and some other service could conceivably replace it.
