Comment by wt__

(UK reader here too).

You could well be right, though I have a couple of theories why they Apple haven't rolled it out here:

- maybe they think it'll just be too messy, having to market different cashback reward rates and so on for the US and UK, due to the capped interchange fees - too much "it's not fair" style moaning like everyone did about Black Friday, even though we don't even celebrate Thanksgiving here.

- Apple have somewhat de-prioritised UK/Europe generally given their dealings with the EU

- (as others have hinted) most banks simply aren't interested

From the outside it does seem as though there was basically nothing in it for Goldman Sachs, other than perhaps useful spending data (they must surely have got some data, regardless of Apple's privacy claims) and a bit of industry prestige for being the ones to work with Apple?