Apple has decided to master a new niche and is now turning into an IT bank

Last fall, Apple found itself at a crossroads: smartphone sales began to fall and continue to do so, and investors are demanding to show an increase in profits. And not just an increase in capital, which Jobs's brainchild already has in abundance, but the purposeful development of new niches. But what should you choose? Now the answer has been voiced - following Apple's competitors, it is turning from an IT giant into a kind of bank.

The new Apple News + service offers access to important publications for a monthly fee, Apple Arcade offers a selection of games, and Apple TV + will be a streaming service with an original collection of content. The main novelty at the company's spring presentation was the Apple Card system - users receive a titanium credit card linked to their Apple ID account. It works wherever there is support for Apple Pay, and gives owners a lot of bonuses compared to regular credit cards.

For example, Apple Card has no fines, delays or limits, it works conditionally indefinitely, and you only have to pay the standard annual interest rate. Something in the range of 13-24%, but in return, customers will receive cashback from 1% to 3% from each transaction, depending on whether they buy something from Apple itself or from its partners. Bank Goldman Sachs, which ensures the integration of cards into the existing financial system, promises not to transfer confidential user data to anyone - it needs it itself.

Once upon a time, in the last century, Apple made money by creating complex material things - personal computers. At the time of the return of Steve Jobs, there was a revolution and a transition to its own eco-system and convenient paid services for accessing content. Now Apple will make money out of money, relying on its accumulated huge customer base. And this is not much different from Facebook's desire to make money from selling personal data, Google from advertising, and Amazon from selling everything from rattles to space rockets.