It's a card to keep people invested in Apple Services and their ecosystem. That's it. The APR's are high, the credit limits are low, the rewards are okay, and the benefits are non-existent. Some people could effectively use this as 2% cashback card depending on Apple Pay availability. Even the 3% back on Apple purchases is quickly beaten by other cards. Amazon, Chase, Target, Best Buy all offer cards that can give you 5% back on Apple purchases.
The Apple Card doesn't offer an intro APR, a sign up bonus, auto rental / cell phone insurance, or any travel perks. It doesn't have a foreign transaction fee, but neither do any of the better travel rewards cards. The Chase Sapphires, Amex Gold/Plat, Uber Visa, BofA Travel Rewards, and WF Propel are all objectively better cards since they offer varying dining and travel credits, better rewards, and benefits like insurance coverage and trip delay/cancellation protection. Even f you eliminate the cards with annual fees, you're still left with three cards that have better perks.
You should not be using this card for travel at all. You should not be using this card for pure Apple purchases. You should be using this card as a 2% cash back card. Anything else, and you aren't really maximizing your dollar.