Hell, they already exist in Apple Pay...
I don't see why this card is particularly enticing... Seems fairly middle of the road in terms of "perks", no?
You're right. It's a pretty average credit card. 1-2% cash back with a specific purchase type that gets an extra percent or two back is pretty much standard protocol for rewards cards. Unless you happen to buy a lot of Apple Products, there's nothing this card does that truly makes it a must have, aside from just wanting to have an Apple card.
I'll give them credit, though. This is a very smart (and concerning) move. They basically just found a way to keep your dollar in their pockets for longer. That 3% you get back for buying your new iMac or iPhone will likely be outgained by interest charged on those purchases, based on average credit card spending habits. For those that pay off their card in full on a normal basis, they've strengthened their brand loyalty ties, and found a way into those consumers' wallets for non-Apple purchases.
What's concerning is that for all Tim Cook has been saying about the other tech giants not being secure enough and having too much info, Apple is basically doing the same thing, but just having the balls to reach in your pocket themselves at the end, instead of selling that information to someone else. The ideal Apple customer likely has at least two Apple devices for themselves (think iPhone, and an iPad or MacBook/iMac), an Apple ID to use on those products, and now a revolving line of credit through them. That's a lot of access to your daily life, information and finances for one company to have. Especially with it being a one way funnel.