It costs more now after the recent service additions. It‘s a great card if you fall into the target audience that travels a lot (and don‘t mind the insane 4% foreign currency fee).
Offers vary from country to country though. In Germany there‘s a heavy focus on rental cars and insurance protection (next to the 200€ trip budget for their AmEx vacation portal and 200€ Sixt budget).
I wish one day someone made a premium credit card with a „pick your flavor“ system… I really like the AmEx Platinum but the perks just aren‘t that good for me. Wish they‘d offer a way to change the perks and pick out of a few to mix and match your card offering (e.g. AmEx tries to heavily position the Platinum as a lifestyle card here, yet it‘s still the „I fly a lot“ card). Imagine getting to choose between Priority Pass at Airports and a 200€ retailer budget (selection of retailers provided by AmEx)… or drop that crap Sixt budget for a streaming service one (e.g. a free year of service XYZ / 200€ streaming service budget to spend freely).
I can‘t really comment on the Apple Card because it‘s not available here. Even if it were, the only thing it‘d have going for it is the cool design and the great Wallet UI. Credit Cards are perk haven here, if you ship with cashback only you‘re dead in the water (almost all cards I know come with dozens of insurance perks included like rental car insurance, 90 day shop returnal periods, theft protection or travel insurance packages).
