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I suspect it's mainly because, for the UK, it's just not very good. The only thing it really has going for it is the branding and the UK doesn't have the same culture of novelty credit cards as the US.
It'd be superb if it was free
They do 2% cashback in the USBut I don't think it'd be profitable for them to do that here
Probably not the place to ask this, but happened/why hasn't the apple credit card come over to the UK yet?