Overview

• Apple Card scored 624 in J.D. Power’s 2025 U.S. Credit Card Satisfaction Study, down from 654 in 2024 and trailing Hilton Honors AmEx (641) and Costco Anywhere Visa by Citi (629).
• The study drew responses from nearly 40,000 cardholders surveyed between June 2024 and July 2025 across seven factors including account management and rewards redemption.
• Co-branded, fee-based cards outpaced no-fee simplicity as customers increasingly seek travel benefits and store loyalty perks.
• Financially healthy cardholders saw a nine-point satisfaction gain, while those under strain reported declines in areas like credit limits and balance transfers.
• News that Goldman Sachs may exit the Apple Card partnership and Apple’s reported talks with JPMorgan Chase to assume issuer duties raise potential transition and perception risks.