In many ways, Apple is the new Microsoft: When Windows notified once it had all the decisions made by Microsoft, so also Apple is protecting its flat iPhone business as a first priority.
Take, for example, Apple's relentless push to services, which took place at an event on its Apple Park campus on Monday morning. New services like Apple Arcade, Apple News Plus, and Apple TV Plus are all slates to run first, and best, on iPhone or Mac, helping the company to squeeze more revenue from all Apple users in the world.
And then, Apple Card, the new credit card offered in conjunction with Goldman Sachs, is designed to work with Apple Pay. Apart from the obvious profits that we make of going to a credit card business only, the launch of this card is an interesting move that suggests how Apple looks at the state of the phone business t clever.
If you feel charitable, you could reasonably argue that Apple is doing what it always does: take something that already exists, and make it better. Credit cards, generally speaking, are quite poor; Apple's fee, quick rewards, seem not to focus on safety a little more humane – on paper, anyway.
Read moreApple Apple's new credit card has no hidden fees or late payments
The other way to look at it is that this is a smart business move for Apple. Not only does the company have access to the lucrative financial market, but it also makes it much less attractive to switch from iPhone to Android. It's one thing to lose the vaunted blue text bubbles that come with Apple's iMessage, but can you imagine having to cancel your credit card just because you bought a new phone?
What Apple is getting
The truth is probably somewhere in between; anecdotally, at least some people are very excited about the possibility of having an Apple Card. It is likely that a significant number will be involved, too, given that Apple is likely to promote it to iPhone users once it becomes available later this year.
At the same time, it's worth considering what Apple gets all of. Note that while Apple Card promises a 2% financial return on most purchases, which are paid to consumers on a daily basis, that goes up to 3% for purchases made directly from Apple itself . That means an overall reduction for Apple iCloud, buying Apple Music, App Store, or even a new Mac or iPhone.
So if the trouble is changing the stick, the carrots prize is money back. With each other, they form a very clear picture: With Apple Card, you will be rewarded for diving deeper into the entire ecosystem of Apple's products and services, while making it harder to leave. That's important in a world where it's harder to justify paying the iPhone price, even as median Android phones are okay for most people.
It's not quite like what Facebook is doing, in the center of Mark Zuckerberg's main sport for private messaging among small groups.
By concentrating on direct messages and trade, Facebook is slowly positioning itself as the intermediary between you and the real world— across your social life and your daily spending habits. In doing so, it's made it more convenient to use Facebook, and so it's much harder to give the best to use it, our real concern t to the social network in analytica world after Cambridge.
Read more: Mark Zuckerberg's vision for Facebook sounds a lot like China, where we can't buy a cup of coffee without the app that dominates people's lives there.
Anyway, the Apple Card can be a good and rewarding opportunity for anyone who benefits from it. But consider that there is no such thing as a free lunch, no matter how much money you get back from your daily sandwich, and this facility has the hidden cost of giving Apple more power. over your digital life.