Apple has published a new advertisement for Apple Card that leans on one idea: getting from "no card" to a finished purchase in a couple of minutes, using nothing but an iPhone. MacRumors reported on the spot, which Apple released on November 6 under the title "Apple Card: Apply and use in minutes."
The short film follows a woman who is sitting in a therapist's office, listening to a long monologue, when a cheap flight pops up on her iPhone. Her wallet is on the other side of the room, so she opens the Wallet app, applies for an Apple Card and books the ticket before the session moves on.
The message is spelled out in Apple's own description of the ad. According to the company, Apple Card is built into the iPhone and an application can take as little as a minute. The pitch stresses that there is no waiting for a physical card to arrive, that the process takes only a few taps, and that the card can be used right away, with daily cash back that Apple describes as unlimited.
Some caveats apply. Apple Card is available only to iPhone owners in the United States. According to Apple's support documentation on how approval works, applying triggers a soft credit check, while accepting an offer results in a hard credit inquiry, which can affect a credit report.
MacRumors notes that the ad also nods to everyday web shopping, where iPhone AutoFill can enter card details and many online stores accept Apple Pay. Not everyone reacted warmly to the spot: in the article's comment thread, one reader said they had seen the ad many times before, while another questioned the therapist's behavior in the scenario.
The ad adds to Apple's steady stream of marketing around its financial services in the iPhone's Wallet app. Apple has not announced any changes to Apple Card's features or terms alongside the film, and the company's video is available on its official YouTube channel.
0 comments