With Apple, There Are No Afterthoughts

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Since the iMac, one of Apple’s defining traits has been making things you want to touch.

The Apple Card is no different.

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It feels unlike any credit card I’ve held. Although it’s not quite as heavy as an American Express Platinum, its smooth-to-the-touch titanium build is a showstopper in its own right. The weight adds a premium feeling, even if this isn’t a premium card.

Being a single piece of machined titanium, the Apple Card should be much more durable than other metal cards such as the Chase Sapphire Reserve, which often feature a thin plastic layer on one or both sides.

(For me personally, the Sapphire Reserve’s thin plastic layer began peeling in less than a year. Not a very premium-feeling experience for a card with a hefty yearly fee.)

The Apple Card is deceptively smooth. The laser-etched logos glint in the light in interesting ways. Yet they barely register as you run your fingers across the surface of the card.

Of course, the card itself is almost an afterthought. The real value in the Apple Card is when using Apple Pay, so you get the benefit of 2% cash back (or 3% on Apple purchases) and the convenience of not needing to carry a wallet everywhere.

But with Apple, there are no afterthoughts.

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Under Tim Cook’s leadership, Apple has–at times, quietly–focused its attention on the areas where we have the least insight day-to-day, but that often lead to the most frustration: health, screen time, privacy, and now payments.

In Conversational Design, designer and author Erika Hall wrote, “Anything that changes the world does so by fitting into the world.” Apple understands that at its core.

This is not a product that changes the world as we know it by being completely new and groundbreaking and turning everything on its head. Like the AirPods before it, the Apple Card is just a little bit better, and a whole lot more convenient, in many ways. It fits into your life without forcing you to change how you interact with your devices.

So many still don’t understand: That’s why people love Apple products.

Andy Newman