HDFC Bank has taken ‘temporary break’ from its Apple iPhone partnership, bank says ‘you can judge the quality of relationship by …’

HDFC Bank has temporarily suspended its partnership with Apple, citing cost-to-income considerations. The move comes after a five-year collaboration that offered exclusive cashback and EMI benefits to HDFC Bank credit card holders on Apple products.
Parag Rao, Group Head of Payments, Consumer Finance, Marketing, and Liability Product Group at HDFC Bank, told Business Standard, “We have taken a temporary break from our partnership with Apple.” He explained that the bank regularly reviews its partnerships, and in this case, the cost-to-income measure no longer aligned with their objectives.