Apple Card launched on August 20, 2019, opening to any U.S. citizen. The titanium‑coated card quickly became a hit, yet it has sparked debate over low reward rates, alleged sex discrimination, and its partnership with Goldman Sachs—all while marking Apple’s shift from hardware to services.

Apple’s March 25, 2019 event, normally reserved for new Macs and iPads, was devoted to services. Steve Jobs had first imagined a branded card in 2004, but it wasn’t until Apple Pay’s success that the company negotiated terms with Goldman Sachs and brought the card to market.

Controversy began in November 2019 when users like David Heinemeier Hansson accused the algorithm of gender bias, claiming credit limits were 20 × higher for women. Investigations found no deliberate discrimination but highlighted gaps in transparency and customer service.

Despite the backlash, Apple and Goldman Sachs tout the card as the fastest credit‑card rollout ever. In July 2020, Tim Cook praised the growing user base, and analysts predict up to $1.5 billion in net income by 2025.