The Apple Card isn’t the customer service standout it once was, with new data showing satisfaction slipping as consumers chase richer perks elsewhere. The 2025 study gave Apple Card a satisfaction score of 624 out of 1,000. This was down from 654 in 2024. The drop pushed it behind Hilton Honors American Express, which scored 641. It also fell behind Costco Anywhere Visa by Citi, which scored 629 in the best co-branded credit cards category. Apple Card, issued by Goldman Sachs, had topped the J.D. Power credit card rankings for this segment every year since 2020. J.D. Power’s research evaluates seven factors like account management, customer service, rewards earning and redemption, and terms. The decline suggests Apple Card lost ground in some categories, though the study doesn’t specify which ones. Hilton Honors AmEx and Costco Anywhere Visa are linked to loyalty programs offering travel perks and store benefits to high spenders. The trend shows more consumers are willing to pay fees or change spending habits for better rewards. Searches like “Apple Card vs Hilton Honors AmEx” or “Apple Card vs Costco Anywhere Visa” are now more competitive for potential cardholders comparing benefits. Apple Card is known for its no-fee structure and simplicity, making it a top no-annual-fee credit card in 2025. However, that isn’t good enough in a rewards-focused market. A J.D. Power report highlights a growing divide between financially healthy customers and those under strain. Cardholders without revolving debt reported higher satisfaction, especially with annual-fee rewards cards. Financially challenged customers, who make up over half of U.S. cardholders, rated lower on credit limits, account management, and balance transfers. Apple Card lost its top spot as Goldman Sachs reportedly considered exiting the partnership. Although J.D. Power’s survey doesn’t link issuer stability to satisfaction, uncertainty about the card’s future could affect customer perceptions.