Apple is reportedly preparing a major Apple Card signup push that would effectively give new customers free AirPods Pro 3, a sharp shift in strategy as Chase prepares to take over the troubled program from Goldman Sachs.
Apple has largely avoided the large signup bonuses commonly used across the credit card industry. Early Apple Card marketing focused on privacy features, Daily Cash rewards, Wallet integration, spending transparency, and the titanium physical card.
Bloomberg's Mark Gurman claimed on May 15 that Apple plans to launch a promotion in retail stores during the week of May 18. Under the rumored offer, customers who sign up for a new Apple Card and purchase AirPods Pro 3 would receive $249 in cash back, effectively offsetting the full retail price of the earbuds.
Neither Apple nor JPMorgan Chase has publicly confirmed the promotion. Still, the reported offer would represent one of the largest public Apple Card signup incentives since the credit card launched in 2019.
There have been bonuses for referrals that go to the new cardholder, but they're usually around $75 and max out at $200 with several conditions. The new, more aggressive offer could represent a shift in strategy.
Apple Card is entering a new phase under Chase
Apple confirmed in January 2026 that JPMorgan Chase would take over the Apple Card portfolio over the next 24 months. The move ends a partnership that became increasingly difficult for Goldman Sachs to sustain after years of losses and operational problems tied to the card business.
Reports tied to the transition said Goldman sold roughly $20 billion in Apple Card balances at a significant discount after delinquency rates climbed higher than expected.
Analyst estimates during Apple Card's early rollout suggested Goldman Sachs spent roughly $350 to acquire each new customer. The AirPods Pro 3 promotion would still represent a substantial acquisition cost, though potentially lower than the figures associated with the original launch period.
Apple wouldn't necessarily absorb the full $249 retail cost internally. A banking partner such as Chase could also cover part of the promotion cost in exchange for acquiring long-term Apple Card customers.
Apple CardCredit card issuers routinely spend hundreds of dollars upfront to win new customers. Banks can justify that cost when interchange fees, interest charges, subscriptions, and long-term retention produce more revenue over several years.
Apple Stores are becoming customer acquisition channels
The reported promotion would also expand the role of Apple's retail stores beyond hardware sales and technical support.
Apple Stores already function as onboarding centers for services including AppleCare, iCloud+, Apple One, and device financing. A large-scale Apple Card signup campaign tied to hardware would push the stores further into functioning as customer acquisition channels.
The timing also fits Apple's larger business strategy. Smartphone growth has slowed globally, and Apple has leaned more heavily on recurring services revenue and ecosystem retention to support long-term growth.
Products including Apple Card, Apple Pay, high-yield savings accounts, and installment financing now play a larger role in Apple's services growth strategy. The company will likely lean onto more aggressive customer acquisition promotions in the future, at least, if this rumor proves true.
