No rule changes needed. Apple is at the point where they are really pushing up against the limits of consumer spending. Spending $140 on TurboTax is a prime target. Thats $140 where a fraction can get funneled back to Apple purchases. It is now worth it for them to make sure iPhone users never reach a TurboTax checkout flow.
Apple is just getting started with finances built right into the iPhone. The credit card is already rolled out, and now comes a built-in bank account that can accept your payroll. This is just too valuable for Apple to pass up. The next step is push-button tax filing. Classic innovator dilemma where you start with basic returns. Think Uber driver.
I use TurboTax and I can't wait to get off it. They nag you to upgrade. The web app UX is really bad. I would certainly use whatever solution Apple provided if it was easy and supported my use case. I have complex tax situations.
With Apple it's like anything else, if you are fully bought into the ecosystem it's going to be the best. I think there is a reason Apple Card isn't compatible with Intuit Mint right now. From a privacy and business model standpoint, Apple thinks they can do better. What I think we'll see soon is a budgeting tool similar to Mint built into the iPhone, with the Apple Card supported and a way to link 3rd party credit cards, with a pro-privacy data sharing model. Apple spins up a bank account for you via Goldman Sachs new platform. Apple encourages/incentivizes payroll deposits. Tax filing gets added to this product.
Apple is just getting started with finances built right into the iPhone. The credit card is already rolled out, and now comes a built-in bank account that can accept your payroll. This is just too valuable for Apple to pass up. The next step is push-button tax filing. Classic innovator dilemma where you start with basic returns. Think Uber driver.