An AppleCard Feature No One is talking About
You’ve seen lots of news/videos/posts about AppleCard box opening, cashback rates, interest rates, the application process, privacy features, etc. But there is a feature that no one is talking about. Here is a picture of a regular Debit Card/Credit Card.
Most readers will focus on the design, color, and the engravings of the AppleCard. I agree with the people who love the new design, which is a perfect hide for the feature I am talking about. The chip is on the opposite side of the card when compared to the mainstream cards.
It might not seem like something important, yet it is an essential feature of the AppleCard for me. It is the same thing Apple did with the first iPhone, change the habits of the consumers. If you think about how you insert your cards into your wallet and the actions to use it.
Here is a sample view of a wallet.
Let’s say you are righthanded and the action to use your regular card is holding from the top and taking out from your wallet, the chip will face to the ATM/Payment Station, and you will directly insert it. And reverse actions to put back in.
Now think about your actions about using AppleCard.
You will hold from the top of the card, and you need to flip it to insert the chip to ATM/Payment Station. And reverse the same action to put it back into your wallet. The same mirror view action is valid for the swipe action too.
I can hear the objections about the importance of the feature. Let me explain.
Humans are creatures of habit. Resisting enormously not to change their habits. Lot’s of people still using some product inefficient to hold on their habits. It is hard to change the patterns of the people, but if you can, it will make these people work with you afterward.
With the AppleCard, Apple uses its name, design language, and privacy features to convince the users to change their patterns and leveraging its war against regular card issuers. When a person gets used using a physical AppleCard, they will resist using mainstream physical cards. It will keep more people in the Apple ecosystem.
This behavioral change will force other card issuers to fight back, either by accepting Apple’s design or features like more cash back. I assume they will adapt to the Apple design because the entities we are talking about are banks, and these institutions focused on making most of the money they can make
