The Apple Card is a great credit card for people that aren't optimizing points for travel (most regular people).
The software is solid and Apple prevents them from reselling your data to third parties. The cash back is super easy to use and visible (and the extra percentage on Apple purchases is a nice bonus).
I have some cards I use for perks (Amex Plat/Gold, United Club, used to have Chase Sapphire Reserve) but I used the Apple Card as my sole card for a while and I kind of miss the simplicity of it. With Amex I feel like I'm fighting against an Army of Amex employees trying to make it as hard as possible for me to use the card's perks where as with Apple I feel like they're genuinely trying to make the software usable for me, the incentives are more aligned.
Every time I have to use Amex's site to 'enable' a perk and then read the fine print to make sure I actually get the benefit it makes me angry at some invisible product manager that hates customers.