Apple and Goldman Sachs find themselves in hot water today. The Consumer Financial Protection Bureau (CFPB) has slapped the tech giant and its banking partner with a hefty fine. The fine, reportedly 89 million dollars, stems from their failure to address consumer credit disputes promptly.

The issue came to light after numerous complaints from Apple Card users, who claimed their disputes over charges went unresolved for extended periods. Investigations revealed that the joint Apple-Goldman Sachs system had a significant breakdown in addressing and resolving these disputes, leaving many customers frustrated. The CFPB stepped in after it found that the system was in violation of consumer protection regulations.

This fine puts a spotlight on how Apple, primarily known for its tech innovations, is struggling to manage financial services. Goldman Sachs, despite being an experienced banking institution, is now facing increased scrutiny for its involvement in the Apple Card project. The company had been expected to leverage its expertise to ensure seamless operations, but these recent failings suggest otherwise.

CFPB Director Rohit Chopra made it clear that companies, no matter how influential, must adhere to strict standards when dealing with consumer complaints. The agency has not only imposed the fine but is also demanding that Apple and Goldman Sachs revamp their dispute resolution systems to better protect users in the future.

This development casts a shadow on Apple’s growing foray into financial services. Critics are questioning whether the tech giant can effectively operate in such a heavily regulated space, while investors are watching closely to see how this impacts Apple’s reputation and stock value.

The CFPB’s intervention sends a strong message to other companies expanding into the financial sector: consumer protection is not negotiable. Both Apple and Goldman Sachs have yet to issue statements regarding the fine, but the pressure to fix their processes is mounting.