(Update 11/21/22: Official press release today)
American Express recently began showing some people an ‘Apply With Confidence’ feature whereby you’re told before the final application whether you’ll be approved. After assuring card approval, you’ll then give Amex the go-ahead to pull the necessary credit report. This way, you’ll only swallow the hard credit ding with the confidence of card approval. Apple card has a similar feature as well.
Honestly Amex usually doesn’t pull the credit for someone who is an existing Amex customer which makes this feature irrelevant for most of us. Interesting feature nonetheless. Just note that this feature does not show for everyone, you’ll see on the original card application whether it’s an option for you.
I first learned about this feature today from a OMAAT post and it looks like it’s been around for a few months when it’s discussed on MyFico and Reddit.
Source: doctorofcredit.com