> I'm very surprised since GS is generally known (IIRC) as shrewd deal makers. The allure of allying with Apple (and seeming innovative?) was just too strong, I

> I'm very surprised since GS is generally known (IIRC) as shrewd deal makers. The allure of allying with Apple (and seeming innovative?) was just too strong, I guess -- they did a deal that was bad for them. Some of it may just be that GS doesn't really know wtf it's doing in the consumer side of finances. See e.g. their $billions of losses on their consumer banking product Macrus, for years and years.