Apple is reportedly serious about services, and that includes digital services, health services, and yes, of course, financial services.

From The Wall Street Journal:

Apple Inc. and Goldman Sachs plan to start issuing this spring a joint credit card paired with new iPhone features that will help users manage their money.

The card will be rolled out to employees for testing in the next few weeks and officially launch later this year, according to people familiar with the matter. The companies hope to lure cardholders by offering them extra features on Apple's Wallet app, which will let them set spending goals, track their rewards and manage their balances, the people said.

Also:

Engineers are working on new features for the Apple Wallet app that would encourage users to pay down their credit-card debt and manage their balances. Executives have discussed borrowing visual cues from Apple's fitness-tracking app, where "rings" close as users hit daily exercise targets, and sending users notifications about their spending habits. There also could be notifications based on analysis of cardholders' spending patterns, alerting them for example if they paid more than usual for groceries one week.

Financial services are interesting but everything is so regionally fractured that it becomes incredibly frustrating to large swathes of the customer base. Look no further than how few countries have gotten Apple Pay, even years later, much less Apple Pay Cash, which remains U.S. only.

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Now, if Apple were more like American Express and could offer its services in many, even most parts of the world, that would be a different story. But, it takes a lot of money to spin out a bank-like company and products...

Oh, wait...

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