Are yall serious? The Apple Card has a $0 annual fee. The gold card has a $325 annual fee. The platinum card has a $695 annual fee. These cards aren’t even on the same playing field simply because of that. You cannot compare these cards against each other.
Secondly, the Amex gold and plat cards are charge cards. There is no credit limit as you are expected to pay off the balance in full each month. The Apple Card is a credit card.
Third, the Amex cards are coupon cards. Sure, you can make back the annual fee and then some, but nobody has gotten rich off of credit card points. Plus, the amount of time it takes to claim the deals and to remember to shop at the places is a hassle. AppleCard just works.
Fincial literacy is something schools need to teach. You cannot compare two different fincial products in different categories together.
Comparing the AppleCard to the Amex cash back card would be a more fair playing field.
Or if you are suggesting that Apple needs to come out with a premium Apple Card Titanium to compete with a gold or plat, fine.
Amex gold has a HEFTY fee though. Compared to no fee cards, 2% back when using Apple Pay is decent. Now that Apple Pay can work outside of Safari it increases opportunity for 2% back and most retailers accept it.
I think their missed opportunity is a Fee based card with better rewards. Amex Gold and up have fees starting at like $300-$600 a year. However, Amex Blue cash Preferred is $99 and gives you 6% at grocery stores and streaming subscriptions, 3% on gas, transit, parking, and 1% everything else. I make that fee back fast.
There are not really any great dining cards out there... throw out a $99/year falvor of Apple Card with 6% on dining and 5% on Apple purchases. Maybe a gas or grocery teir for 3%, and keep 2% on all other Apple Pay and 1% on the rest.
Considering Goldman wants to break up, I don't see any major changes occurring until Apple finds a different partner which doesn't sound like it's been going well....
Amex fees usually pay for themselves if you use all the benefits.