BNP Paribas partners with Apple for split payment

BNP Paribas Personal Finance strengthens its position in terms of split payments. BNP Paribas relied on its Cetelem brand to partner with Apple to offer a BNPL solution for purchasing Apple products in France. This agreement illustrates the evolution of financing offers in the face of new consumption habits.

FACTS

• BNP Paribas is becoming Apple's new partner in financing the brand's products in France.

• So Cetelem will offer consumer credits at the various points of sale of the American brand, whether in Apple Stores, on Apple store online, or on the app.

• Customers will benefit from the line level financing technology offering increased flexibility in crediting. Indeed, it allows to combine several financing options for several products, all for the same basket.

• The options offered will be varied with offers depending on duration and split payments free. On loans, rates should be competitive with normal durations in 12, 24, 36 months, etc.

• According to the bank, most items will be eligible for financing options such as iPhone, Mac, iPad, Vision Pro helmet, Apple Watch, etc.

ISSUES

• The return of the traditional bank: For several years, fintechs have managed to take advantage of traditional banks and dominate the market for split payments. In France, for example, Apple had chosen to partner with Alma, a tricolor fintech specialized in BNPL. Today, BNP Paribas shows that the traditional bank has managed to fill its gap and offer services that are efficient enough to seduce major players like Apple. The bank relies in particular on its ability to offer agile solutions tailored to the varied needs of customers.

• Payment facilities, a key service for Apple: The American brand has always taken care to offer split payment solutions to its customers. It also seems to be very demanding on this type of transaction and requires a customer experience to match the one issued by Apple. The payment path must therefore be qualitative and without friction, from the demand for credit to acceptance and payment. The demands that Cetelem was visibly able to comply with.

PERSPECTIVE

• The market share race continues on the split payment market. The Fintech Klarna for example, announced in November the signing a partnership with Google Pay. Its services are therefore offered since early 2025 directly via Google's payment solution.

• For its part, Apple has partnered with several banking players to continue to offer BNPL services across Europe. In October, CaixaBank partnered with Apple to offer BNPL via Apple Pay. A month earlier, Monzo announcing a similar partnership United Kingdom.

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