[mrweasel]

At least it might solve an issue a friend of mine has. He really wants an AMEX card, due to traveling, but you can only get corporate cards here, AMEX doesn't deal with private individuals and won't issue you a card. I suppose he can just get an Apple card then.

The beauty if going with AMEX, if that's what they'll do, it that it's a one stop shop. No need to go through a bank to issue a credit card, just deal with the credit card company directly. Currently the card is pretty much useless, but it does fit Apples way of doing things, cutting out the middle man.

For American Express it could also help make them relevant as a card company again. If they have plans to expand beyond the US, this might be a good way to do it. Companies will want to be able to accept Apples card, even if that means signing up with AMEX. Then in a few years, AMEX can start pushing their own branded cards which will now be more widely accepted.