American Express just rolled out what might be the most talked-about app update of 2025, and honestly, the conversation is pretty fascinating. Starting September 18, users can download the latest version of their mobile app featuring the ability to choose between light mode and dark mode. You might be thinking, "that's it?" Here's where it gets interesting. This seemingly simple feature arrives as the Amex Platinum Card's annual fee jumps to $895, which makes some people wonder if they're paying nearly $900 a year just to get a dark theme.
After spending years analyzing mobile financial apps and testing premium card benefits firsthand, I can tell you this update signals more than a visual toggle. It hints at a bigger strategy, one that ties design to value and habit.
The performance data backs a digital-first push. The iOS version of the Amex app has an average rating of 4.9 out of 5. The company pushes updates roughly monthly with heavy testing. Over time the app has evolved a lot. It now contains about 50 features that have been added over the years, including tools like Plan It and multiple rewards redemption paths.
Amex also reads its audience. Customers aged 35 and under spend 70% more in restaurants with Amex cards than other age groups, and they are heavy users of the company's newer digital services like Venmo and PayPal. For them, dark mode is not a nice-to-have. It is table stakes.
PRO TIP: From testing premium financial apps, the winners treat "premium" as seamless digital flow as much as exclusive perks. Dark mode looks small, but it signals care for the details digital natives notice.
Where does this leave premium card value?
Bottom line, the dark mode toggle will not justify an $895 annual fee on its own, but it slots into a larger value stack Amex is building with intent. American Express generated $49.6 billion in revenue in 2023 and holds an 8.2% share of the global credit card market. That position did not happen by accident.
The real question is not whether dark mode is worth $900. It is whether the full package, the expanded benefits, the polished app, the access, and yes, the customization, earns its keep. For younger consumers driving Amex's growth, who use mobile financial apps more deeply and broadly than previous generations, these digital touches can outshine old-school perks.
After watching premium card strategies for years, I read this rollout as a clear signal. Airport lounges and concierge services matter, but "premium" now includes a personalized, smooth digital layer that feels as intentional as the card itself. We open these apps dozens of times a day. Details like dark mode, and the broader refresh wrapped around it, might be the quiet differentiators that make the fee feel justified.
The key takeaway, Amex is not simply charging more for the same product. They are evolving their value to match how their target customers live and spend. And sometimes that shift starts with something as simple as letting people pick the color of their screen.
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