The company has filed a trademark application in Australia for the term "Apple Unity Dollar," which suggests a possible extension of its services into the traditional financial sector. The application covers a wide range of financial services such as banking, investing, lending, insurance and brokerage. This may signal plans for Apple to launch new fintech offerings in Australia over the coming year.
Currently, Apple's involvement in Australian banking remains limited, centred mostly around Apple Pay. The service reaches a user base of 15 million iPhone owners in the country, 4 million of whom use it regularly. Apart from Apple Pay, the only other financial product Apple offers locally is Apple Finance, which provides flexible payment options for purchases of Apple products. This local presence is modest compared to Apple's activities in the United States, where collaborations with major financial institutions have resulted in products like the Apple Card, Apple Pay Later and high-yield savings accounts.
The Australian trademark application, filed under Class 36, indicates Apple is considering services ranging from online trading platforms to portfolio management. These could be integrated into Apple Wallet or offered as completely new products. While the trademark approval process can take up to 12 months, it already signals Apple’s ambition to position itself as a rival to Australia's "big four" banks.
Although the name "Apple Unity Dollar" might sound playful, it may represent a more serious objective to merge digital convenience with conventional finance. This goal comes at a time when new technologies like the Vision Pro are gaining more attention. Apple has previously secured trademarks for Apple Card and Apple Pay in Australia, establishing a foundation for broader market penetration. However, industry groups caution that international tech firms entering the Australian financial system must comply with local regulations and meet the same standards of consumer protection as traditional banks to maintain financial stability.
