SAN FRANCISCO -- Apple believes some of its zealous customers will treasure its new titanium credit card so much that they will spend time polishing its white finish.
That's why Apple has posted instructions on how to clean the card properly and warned that some materials might leave blemishes that are difficult to remove.
The list of potential hazards includes leather and denim, prompting some people to conclude Apple's credit card is so special that it can't be stored in the wallets and pockets where most other credit cards reside.
But the company says it merely wants people to know that the dyes used in some types of leather and denim can leave stains. Those discoloring marks are unlikely in most kinds of wallets and jeans, something Apple alluded to in its post by advising that the card can be kept in a wallet or pocket made of "soft materials."
Apple describes a two-step cleaning process involving microfiber cloths and isopropyl alcohol and includes a list of inappropriate cleaners. The instructions also warn against touching another credit card or "potentially abrasive objects" like coins or keys.
It also could be dangerous to store the card near loose change, says Apple. Or allow it to touch a magnetic latch on a purse or bag, household cleaners, compressed air, aerosol sprays, solvents or ammonia.
To keep the card white and smooth, Apple suggests storing the card in a wallet, pocket, or bag made of "soft materials."
The reverence Apple seemed to be according its card triggered widespread derision on Twitter and elsewhere on the Internet.
"Do not look directly at Apple Card," Alex Stamos, a former top security executive at Yahoo and Facebook, mocked in a tweet late Wednesday . "Do not speak to Apple Card. Do not denigrate Apple Card in Its Holy Presence."
Some on Twitter speculated that Apple would soon release a special wallet or sleeve for the card with a premium price tag.
In reality, Apple's cleaning instructions for the card mirror the same practices it applies for its iPhone, iPad, Mac computers, ear buds and all other physical products. But while it's common for people to clean those devices, few consumers spend time sprucing up their credits cards.
The new credit card -- unveiled by Apple at an event in March -- is made of titanium and doesn't display any numbers or codes. The card uses Touch ID to reduce fraud, and is backed by Goldman Sachs and Mastercard. The card became widely available to U.S. consumers this week.
Though industry experts say the card's financial benefits mirror many of those already out there for consumers, Apple is positioning it as a refreshing change from the thousands of other credit cards that have been available for decades.
In one of the biggest differences, the card is designed to be primarily used with the Wallet app on the iPhone and Apple Watch. But at retail stores, that requires merchants to accept Apple Pay. Apple and Goldman Sachs are giving people the option of a physical card to use when Apple Pay isn't an option.
As part of its effort to keep its new credit card customers happy, Apple is offering to replace any card that loses its sheen, at no extra charge.
Information for this article was contributed by Michael Liedtke and Tali Arbel of The Associated Press and by Marie C. Baca of The Washington Post.
Business on 08/23/2019