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Apple will continue to struggle because they are stuck in a "no mans land" between consumers and issuers. The solution lies in either offering a lot more functionality to consumers (loyalty etc) and completely disintermediating the issuers, or going the other way and becoming an issuer themselves (as they reportedly considered some years ago with Discover). But becoming an issuer is a highly regulated activity which is anathema to most tech companies, and the consumer centric approach is by design a closed system, thereby limiting their market.