Apple pushed further into financial services when it announced Apple Card, a system that puts some of the best features of challenger banks inside an iPhone-integrated package.

How is the industry reacting to the Cupertino spaceship landing in their yard?

The UI of digital everything

The bottom line of Apple’s foray is that it reflects and amplifies some of the big challenges established financial providers face when grappling digital realities:

  • Design is everything.
  • User experiences must be as well-designed as any other digital tool.
  • Customers want contact.
  • Rewards are important, but user experience is everything.
  • If you can do it in a bank, you should be able to do it on a phone.
  • When every digital service is more or less the same, how do you stand out?
  • Privacy matters.

Of course, bringing sophisticated financial products to market is hard.

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Pilot fish is setting up a new laptop for a client to take home and thinks it would be nice if he could find a mouse to send home with the client as well. So he roots around in the server room, where there are piles of unused equipment, and is pleased when he finds what looks like a new wireless mouse, made by a company that shall remain nameless but that’s big in software. The thing even has batteries, so he’s pretty happy as he plugs the dongle in and continues to set the laptop up. 

But whenever he hits an input box, the laptop inserts a continuous string of the character “9.” He tries backspacing, but the computer is faster than he is. Thinking it’s a temporary problem with the keyboard, fish reboots. No help. He fiddles with the two “9” keys on the keypad, but that doesn’t help either.   

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(Insider Story)

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