Apple tried to make the new Apple-branded credit card attractive, copying the heft and sleekness of higher-end cards, but that means it needs very special care.
Leather wallets and loose change represent danger for the new Apple Card, for instance.
In fact, Apple says its Apple Card shouldn't come into contact with other credit cards for fear of scratching the titanium card's white finish.
Apple issued special instructions this week including keeping the card away from "hard surfaces or materials."
Your leather wallet or jeans pocket "might cause permanent discolouration."
Don't let it touch another credit card or "potentially abrasive objects" like coins or keys.
There's also a two-step cleaning process involving microfibre cloths and isopropyl alcohol and a list of inappropriate cleaners.
The Apple Card is designed primarily for iPhone use, though the company is offering a physical card for use in stores that don't accept mobile payments.
Customers typically get per cent cash back when using Apple's app to pay.
Industry experts say financial benefits of the card mirror many of those already out there for consumers.
The card, announced in March in partnership with Goldman Sachs, started rolling out in the US this month.