As the co-founder of Sincerely (at this time in 2011), I remember this keynote very specifically because it felt like we'd been Sherlocked. We were busy building out Postagram and Sincerely Ink, both from-iPhone-to-printed-card apps. afaik we were the first app to do this, and we were at that time gaining a lot of momentum. I remember seeing the announcement for Cards and feeling a mix of fear and anger that it felt like Apple was using their clout to take our idea.

I seem to recall my co-founder being somewhat more optimistic about the whole thing. And sure enough, we found that the announcement really only seemed to boost awareness.

Apple Cards was an extremely limited and flawed product, and we already had some distinct technical and feature set advantages. It was clear Apple didn't have their heart in it nor know what they were doing. When they retired it shortly thereafter it wasn't a shock, and I ironically recall feeling somewhat sad.