Apple set out to rethink the credit card, encourage responsible borrowing and a healthy financial life while reflecting its intuitive UI and design values. Apple Card is located in the Wallet app so users can instantly apply and use it. The titanium card is activated simply when placed next to your iPhone. The virtual card changes colour reflecting transaction patterns, while the UI presents repayment options in a simple dial to inform borrowing. As a result of these innovations activation and utilisation rates are high and customer interest repayments are significantly higher than average.