It makes sense that you would start to exploit more of the advantages you have (you have a massive user base, you've got payments), but Apple launching a white-label goldman sachs savings account is just about as unsexy as you can get. I hoep this doesn't distract from the core business in the long term. By that I mean, this could make a lot of money, and if it does make a lot of money you'll end up with bankers being promoted and running Apple, which would be... bad.