Both AmEx and Chase have multiple cards that earn points that have no annual fees. Both of their point programs can be redeemed for straight cash back (just like the Apple Card, except Chase's offers better cash back percentage). And both can easily be added to Apple/Google Pay and be used just like you will use an Apple Card.
It's not so much criticism of the card as much as it is criticism of people who are for some reason hyped up about it. Like most Apple stuff, there are always a weird group of people obsessing over it and will go to strange lengths to defend it. This is weird, because, as you said, it's just a credit card. It would be less weird if it was at least a good credit card that people were defending, but it's not even that.