Apple's simplicity appeals to me. I have several different rewards cards and I'm one of those people who pays the balance off every month. I managed to get the last of my credit card debt balance paid off a few years ago and seeing what's happened to interest rates, even when they're supposed to be 'low' is shocking.
I have cards that are usually designed around travel (airlines) or specific use cases (Amazon Prime Visa's 5% back for Amazon Prime purchases) and have certain bonuses applied to them - and I'll use them accordingly. But some cards what to keep you dancing with rotating 3-month categories and I'm tired of keeping up with them. So I have my Apple Card for anyone that takes Apple Pay plus any auto-biller that plays nice (thank you T-Mobile), an airline card for most other regular monthly expenses and a couple of specialty cards (like the aforementioned Amazon Prime card) that make it worth my while. Very important to me is how easy it is to get that cash back in the form of a transfer to my credit union. You only want me to redeem the rewards at your 'store'? That puts you at the back of the list.
I'm just frustrated that it took me THIS long to get free of the debt trap (I was in my 50s when I stopped paying interest on credit cards) and I know it's even harder for my kids.