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We're talking about branding. Apple is the one selling the card to customers, so it's their brand at stake, not GS's.



Branded financing options have nothing to do with brand prestige. Luxury car brands do it. High fashion houses do it. High street department stores have been doing it longer than either of us have been alive. It doesn't turn anyone off to a brand.


Basically every single retail business brands a credit card. What difference would it make? Every airline, hotel, and retail store offers their own branded cc. Even Costco does, and that is about as high of brand reputation as you can get.


Yes, exactly. Those aren't seen as tech companies. Apple has cheapened their brand to that of an airline or hotel, or Costco at best. It's not terrible, but it's not the visionary company it used to be.




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