Wow, The Apple Credit Card Is Popular…

Filed Under: Credit Cards

About a year ago the details of the new Apple Credit Card, issued by Goldman Sachs, were announced. The credit card opened for applications as of August 2019. It has been just under six months since the card was introduced, so how many people have signed up?

How well is the Apple Credit Card doing?

While Apple and Goldman Sachs have been tight-lipped about a lot of the stats surrounding their new credit card, Forbes has an interesting piece with some key stats about the card, per market research from Cornerstone Advisors.

According to this research:

  • About 3.1 million people have the Apple Credit Card, which represents about 2.2% of all US adults with a credit card
  • Nearly 70% of cardmembers are Millennials, while only 3% are Baby Boomers
  • A third of cardmembers have a household income of under $50K (compared to 55% of the overall population), and a third have a household income of over $100K
  • 56% of cardmembers have a college education
  • Among Apple cardmembers, about 34% also have an Amex card, 29% also have a Bank of America card, 14% also have a Chase card, and 14% also have a Citi card
  • 60% of those with an Apple Credit Card consider it to be their primary credit card

Wow, that’s impressive

The fact that over 2% of American adults with credit cards have an Apple Credit Card is ridiculously impressive. That’s even more amazing when you consider that Apple and Goldman Sachs haven’t offered any sort of a welcome bonus on the card, when otherwise that’s standard in the industry. Their acquisition cost has been a fraction of that of other cards.

While a lot of the data compares the Apple Credit Card to other card issuers, one important point is that Apple has a single credit card, while this is being compared to other issuers, each of which has well over a dozen different card products.

Card issuers are usually tight-lipped about this data — I’d be fascinated to know how many US credit card products have over three million card members. I’d be surprised if there were more than a handful of those cards, if that.

This also shows the power of the Apple brand. In terms of the rewards structure, this card is absolutely nothing special. But people are fiercely loyal to Apple, and they’ve made it so easy to apply through your phone that I can see why people are getting this card.

Bottom line

I figured the Apple Credit Card would be popular, not because it’s a great card, but because people love Apple. However, over three million cardmembers in less than six months is ridiculously impressive, and exceeds what I would have expected. That’s especially remarkable when you consider they haven’t offered any sort of welcome bonus.

Do any of the above details about the Apple Credit Card surprise you?

(Tip of the hat to View from the Wing)

  1. I love Apple products, have an iPhone, iPad, Apple Watch and Mac laptop. I have no interest in this credit card.

  2. What amazes me is how many people I know who were early adopters of the Sapphire Reserve (remember how hot a rewards card that was) and who are also Apple Card holders. It may just be the cool factor.

  3. I’m shocked, but not too much by it. For those already deep into the Apple ecosystem, it was a no-brainer for them to get it, especially the cash back it offers. I think it’s important to note that most of here are driven by credit card points, bonuses, lounge access, etc., but the general public is going to be more drawn to cash back cards, which the Apple Card is, even if the points will have greater value.

    From what I’ve learned, a big reason why Discover is popular is because it appeals more to the middle class who might want easy cash back rather than points in a system they don’t understand (let alone can’t accumulate enough points to redeem for a flight). CNBC had a good video on that a few weeks ago. And in a way, the Apple card becomes that Discover card for many middle class millennials.

  4. I am not sure you can say their acquisition costs are low if you include the TV marketing they poured into this thing.

  5. This card for me, you wouldn’t believe it, is the only Master metal card worth carrying long term.

  6. @Juan it’s interesting to me to argue anything Apple to be “middle class,” given how expensive their products are.

  7. It appears to be easy to get via the phone (I don’t have one). While I have a number of Apple products I had no great desire to get one.

    It was interesting that some guy at a bar (50s?) wanted to use it there but he couldn’t understand than many restaurants/bars don’t take stuff like Apple Pay. He seemed so excited to get one as if it was something completely different from a “regular” credit card. I’m guessing he never used Apple’s Wallet to load an existing card.

    Apple has a strong brand and some (excessively) loyal customers. I strongly recommend their computers to people but I’m not a cult type of person.

  8. I have it and I use it pretty much exclusively for my monthly iPhone payment (so I get 3%). Every other Apple payment I do better buying iTunes gift cards at Costco.

  9. It was incredibly easy to apply and get approved for the card, so I’m not as surprised. I use it for Apple payments pretty much exclusively.

  10. So…Wall Street is extending easy credit to tech-addicted, low-income millennials who enjoy debt-slavery. What could possibly go wrong?

  11. I’m thinking there just testing the water now…since it’s done so well I believe they will introduce another card with all the perks.

  12. As a credit card hobbyist and former Apple Store employee, i saw that one of the primary reasons people get the Apple Credit Card (Barclays or Goldman) is for the 0% interest financing on Apple products. During checkout, lots of consumers apply for the card so they can finance their new Macbook; it’s built into the check out process. Add that to brand loyalty and that’s a huge contributor to the number, I’m sure!

  13. The card has no annual fee so there’s no harm in keeping it. the 3% on apple purchases (itunes, iphone payments etc) is better than what i get on most other premium cards. 3% at places like walgreens is nice too

  14. The true value offered by this card isn’t in any cash back, but rather in the financing deals it offers. It can be a wonderful financial tool if used appropriately, with discipline, and under the right circumstances by those wanting to buy Apple products. I bought my $1000 iPhone 11 Pro outright, without any network contract requirement, at 0% interest over 24 months. Happy to borrow from Apple/Goldman at 0% over 24 months for a product I was going to buy anyway, and pay only $42 a month. Suddenly their products become way more affordable, and you’re not married to any wireless provider, and can jump ship at any time.

  15. LOL, CLICK BAIT!!!!!!!!!!!!!!!!
    FAKE NEWS!!!!!!!!!!!!!!


    If I ask 5 of random people in Seattle whether they think they have the virus. If 3 said yes therefore 60% thinks they have the virus. The blogs will run
    Over 180 million Americans think they have the virus. (and Trump might tweet about it)

    If the card is that great I see no reason why GS or Apple don’t brag about it.

  16. Surprisingly….I still have not seen anyone with it in person yet. I guess it is not popular with university/graduate students…

  17. I’ve seen all sorts of weird cards being used in public including banks that have zero presence within a thousand miles of my state, Barclay’s business cards, and foreign banks but I’ve never seen anybody use an Apple card. People are probably just signing up for them for 0% on their $2000 Mac payments and never using it for anything else. I bet a lot of people don’t even realize that it can be used at places other than Apple and assumed it was just a store card. Honestly I wouldn’t take this to mean anything, it’s a lame card that nobody uses.

  18. @Eskimo: “If I ask 5 of random people in Seattle whether they think they have the virus. If 3 said yes therefore 60% thinks they have the virus. The blogs will run
    Over 180 million Americans think they have the virus. (and Trump might tweet about it)“

    That’s not how statistical sampling works, but thanks for playing.

  19. I got it for the 6% cash back during the holiday season promotion. Combine it with the occasional x10 shopping portal promo, and you have a winner

  20. I was one of the early Sapphire Reserve adopters and I also have the Apple Card. I use the Sapphire for all dining/travel but on regular purchases, the Apple Card is better for me when I can use Apple Pay and get 2% cash back vs. 1% on Chase that I redeem for travel at 150% effectively being 1.5%. The Apple Card is a no-brainer for anyone with Apple App Store purchases or subscriptions, too. Even though I’m 6’6″, I prefer to redeem my awards for free hotel rooms than use a lot for a fancy airline seat that’s over once I arrive.

  21. I’d say a majority of places accept Apple Pay nowadays so for me at least the 2% cash adds up nicely and quickly. That plus the 3% transactions of course. So I’d say for all of those transactions that would otherwise earn you a 1% on many other cards, it’s well worth having.

  22. Many people here are just trying to be condescending over Apple Card. A lot of people should and are using one Citi DC as their card strategy, how is a card with no FTF but same cash rebate (Let’s don’t get miles into this) “nothing special”?

  23. They are just releasing this info because they are afraid their stock is going to tank from the shut down in China. I know many people who regret getting this card but are too lazy to cancel it.

  24. I feel like a big part of the card is the privacy factor. As far as I know it’s the only card that prevents issuers from selling your sales data. That’s a decent barrier in the consumer profile companies can have on us and that factor may be a real thing for a lot of people.

  25. Irrational bordering on lunacy, ie entirely consistent with the choices and behaviour of the demographic for which it’s designed. I’d bet there’s a mountain of overpriced avocado toast being paid for via that card.

  26. These days its really nice to use ApplePay on the iPhone and not have to touch any viral thing to check out.

  27. I absolutely love the Apple Card for traveling. It’s my personal favorite travel card as earning a 2% cash back is a much better deal for me as I can immediately put the money in a savings and start earning interest. On top of that, I am not forced to redeem my miles only for traveling to get the best deal as gift card redemption is normally at a much worse rate.

    Anyway, to me, it’s just a much simpler way to pay for things when I’m abroad. When I’m back in the States, however, I only use the Apple Card for things that I normally can only get 1-2% cash back. Also, I only use it with Apple Pay – never with the physical card. 1% is just abysmal.

  28. @Mike

    Exactly, and how would you know those guys didn’t use the ‘Eskimo’ methodology to determine the Apple card numbers.

    But then again public likes to take
    statistical sampling as facts.
    Remember the 2016 elections. Even reputable polls varies. Exit polls says we would have had a different president.

    Is that how statistical sampling works?
    Go thank those exit polls for playing. 2020 statistical samplings will be fun

  29. They had a promotional 6% cash back on Apple purchases last year that made it compelling if you were planning on buying some products anyway.

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