It isn't bad if you plan to utilize the 90 day same-as-cash promotion and/or plan to spend $1250 or more, but it's pretty lame that only your first purchase at an Apple Store is 90 day SAC.
It's also kind of funny to see reactions from people who don't realize that an all-black Visa and an all-black AmEx are two completely different things 😉
Otherwise, like others have said, the interest rate is on the high side, and the joy of getting a $25 ITMS card is tempered by the realization that you spent thousands of dollars on something.
You need 2,500 "points" to get a $25 ITMS card, where $1 = 1 point everywhere but an Apple Store, where it pays out 2 points to a dollar.
In a nutshell, 2% cash back that you can only spend at ITMS and only if you shop exclusively at the Apple Store. Otherwise, 1% cash back that you can only spend at the ITMS.