Most Apple products are expensive. You want them, but you hate how much you're forced to pay for them. They often use premium materials, too. When the titanium PowerBook was launched in January 2001, it started at $2,599 — $3,750 in today's dollars. The titanium Apple Card, by contrast, launched Monday with great fanfare, is entirely free.
Why it matters: This is an ambitious attempt by both Goldman and Apple to break into the world of consumer finance. But gaining significant market share from the giants in the space will not be easy.