When Apple launched its credit card with Goldman Sachs, they didn’t foresee this.  Should they have known that their credit algorithm scores men and women differently?  If not, they do now and they have a black eye, which will take time to heal.  It’s a public relations debacle for the companies and the only answer for it is to get into the system and repair its flaws.  Even that might not be enough.  Consumers are sensitized to the inequity of the black box and they are looking for any hint of unfairness in credit limits.  If Apple and Goldman Sachs fix the software, in time people might forget the initial insult, but it won’t be soon.

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