Apple’s Next Big Play: The Intersection Of Personal Finance Management And Payments.

Apple AAPL recently announced the soft launch of a new feature allowing users in the United Kingdom (UK) to view their current account balance via an integration into their Apple Wallet, powered via Open Banking APIs. Although Apple users have long been able to view their bank account balance via the Widgets feature and a simple account balance isn’t sexy, the real excitement comes with what Apple can do regarding personalization, contextualization, and personal finance management (PFM) now that they have tapped into Open Banking APIs.

Where The Real Excitement Lies

The excitement around this launch isn’t necessarily around the balance view but rather three “firsts.”