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Is this just Goldman Sachs’ continued experimentation with low margin consumer banking?


A product available only to iPhone users doesn't strike me as low-margin.


Apple's margins aren't Goldman's.

https://9to5mac.com/2023/02/16/apple-card-future-goldmans-sa...

> In January, a report indicated that Goldman Sachs had lost over $1 billion through its partnership with Apple for the Apple Card. Despite this, however, the company says that it remains committed to its partnership with Apple and expects it to be lucrative in the long run.


Related to that Goldman Sachs seems to be taking everything they are learning from Apple and applying it to Marcus, their growing consumer banking brand, and Marcus certainly seems low-margin targeted.




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