Apple is typically ‘first’ in terms of category defining products and services. They know what the consumer wants and needs well before the consumer does. But in this case they are comfortable slotting in as a fast follower. Klarna and others have trailblazed their way into becoming an already developed fintech solution which, a business as large and powerful as Apple, is comfortable replicating and integrating into their own services. It is both a logical piece of innovation as well as a sign of a well developed fintech market.
Matt Cooper
Chief Commercial Officer of Crowdcube