We have taken a temporary break from our partnership with Apple: HDFC Bank

After five years of collaboration with US technology giant Apple, HDFC Bank, country’s largest private sector lender, has taken a “temporary break” from the tie-up, following a review of the partnership from a cost-to-income perspective, a senior official of the bank said.

“We worked with Apple for five years. We built a good brand relationship with Apple. We took a pause because we reviewed the entire nature of the partnership. We monitor cost to income and sometimes the cost-to-income measure does not work out for a particular partnership. We have taken a temporary break,” said Parag Rao, group head – Payments, Consumer Finance, Marketing, Liability Product Group – HDFC Bank.