" class="no-js "lang="en-US"> Apple's decision to enter the banking sector comes as no surprise to fintech experts - comment from Crealogix - Fintech Finance
Friday, March 24, 2023
City Week 2023

Apple’s decision to enter the banking sector comes as no surprise to fintech experts – comment from Crealogix

Jo Howes, Commercial Director at digital banking software provider CREALOGIX, commented:

“Apple’s announcement that it is to launch its own credit card – Apple Card – comes as no surprise to many in the banking industry. It was only going to be a matter of time before one of the major tech giants got involved in the banking sector, as challenger brands have already demonstrated that it is possible to grow quickly in this space from a standing start.

“Like challenger banks, Apple has the advantage of being unburdened by legacy code or the cost of maintaining physical branches. However, unlike fintech startups, Apple can deploy significant financial and technical resources from the very start and tap into an enormous existing customer base.

“Banks need to be wary of other major tech giants following suit, and it would not be surprising if Amazon were the next tech giant to enter the banking market. In fact, a study last year showed that 65% of Amazon Prime subscribers would try a free online bank account offered by Amazon.

“However, established banks have an advantage over these tech giants as they  are already widely trusted and sustainable, something most digital challengers still need to prove to investors, customers, and regulators. Many traditional banks have been listening to customers and their evolving needs more closely, and prioritising technology and innovation in recent years, to ensure they aren’t caught out by these tech giants. The goal now is to ensure that they continue to innovate and provide all the features and services that customers have come to expect from a modern bank account.”

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