Photos: Apple
Through a special arrangement, presented here for discussion is a summary of a current article from the rDialogue blog, Relevant Dialogue.
With its new credit card, Apple is taking a page from Amazon.com’s strategy and acting like a loyalty leader, changing the game for brands that matter or at least act like they do. Apple Card is launching with no fees or late payments, a low APR, cash-back rewards, and — significantly — a value proposition that neatly integrates into Apple Pay and its iOS. This positions Apple in a unique way and offers its customers a better value proposition and a better customer experience for payments and credit.
Introducing Apple Card — Coming Summer 2019 - YouTube
Perhaps even more significant is that Apple is squarely committed to consumer privacy and will not share data with third parties. This is unlike banks that work with third parties like Cardlytics — and especially unlike platforms like Facebook, Google and the rest of the FAANGs (Facebook, Amazon, Apple, Netflix, Google). In spite of our criticism of Apple for its lack of personalization and its now tired retail customer experience, the company is pursuing a path that’s good for it — and also quite good for its customers.
Three things that will drive Apple’s growth serve as examples to us all:
- Apple takes privacy seriously and is ahead of the rest of the FAANG companies and others. Its commitment to not remarketing data is significant and a real differentiator, both for customers and, ultimately, lawmakers.
- Apple is expanding its ecosystem strategically, which will drive growth organically and profitably.
- It is pivoting to customers, doing things better than others on behalf of customers and embarking on a clearly customer-centric strategy for its business.