### J.D. Power’s 2025 U.S. Credit Card Satisfaction Study: Apple Card’s Fall
J.D. Power’s 2025 U.S. Credit Card Satisfaction Study has uncovered a major change in customer satisfaction concerning credit cards, signaling the conclusion of Apple Card’s four-year dominance. This year, the Hilton Honors American Express card has risen to the forefront among co-branded credit cards that do not charge an annual fee, earning a score of 641 points out of a maximum of 1,000. The Costco Anywhere Visa by Citi secured the second position with a score of 629, while Apple’s credit card, provided by Goldman Sachs, finished third with 624 points.
#### Apple’s Score Drop
Apple’s score has decreased by 30 points from the previous year’s survey, reflecting a significant drop in customer satisfaction. The study, which engaged nearly 40,000 credit card users between June 2024 and July 2025, evaluated satisfaction across seven essential factors: account oversight, benefits, customer service, new account procedures, rewards accumulation, rewards redemption, and terms.
Overall satisfaction for all credit cards within the study increased slightly by one point to 611. Noteworthy is the nine-point rise in satisfaction among financially healthy customers, whereas those deemed financially unhealthy saw a one-point decrease, mainly due to dissatisfaction with credit limits, account management, and balance transfers.
#### Consequences for Apple Card
The decrease in Apple Card’s satisfaction score reflects broader difficulties the company encounters with its credit card program. Recent reports indicate that Apple might be approaching a partnership with JPMorgan Chase to take over the Apple Card association, as Goldman Sachs aims to exit its agreement after significant financial setbacks and a reevaluation of its consumer finance approach.
This change in partnerships could herald a new path for Apple Card, potentially bolstering customer satisfaction in the future. The company’s capacity to adjust and improve its credit card services will be vital in reclaiming its position within the competitive credit card landscape.
#### Conclusion
The findings of the 2025 J.D. Power U.S. Credit Card Satisfaction Study underscore the changing dynamics of credit card offerings and customer expectations. As Apple addresses its hurdles with the Apple Card, attention will be directed toward enhancing customer satisfaction and redefining its credit card strategy to compete effectively in the marketplace.
