Apple Pay Later doesn't worry us, says CEO of buy now, pay later unicorn Affirm

• CEO of pay later unicorn Affirm tells Bloomberg he's "genuinely excited" about Apple's move.
• Max Levchin said he's "not particularly worried" about the threat Apple Pay Later poses to Affirm.

The cofounder of "buy now, pay later" unicorn Affirm said he's "genuinely excited" about Apple's decision to enter the same market despite the threat it may pose.

Tim Cook announced Apple Pay Later $4 on Monday. The Apple Wallet feature lets users split any purchase into four interest-free payments over six weeks.

Max Levchin, who is also Affirm's CEO, told $4 "They're focusing on a six-week product, which I think is great. There's plenty of competitors and they should be worried – I think this spells a certain level of concern for folks that are really specialized in this really short-term product."

In contrast, Affirm offers payment plans for up to 60 months, he said.

Rajat Roy, an associate professor at Bond University, wrote in a $4 that Apple was "trying to consolidate its foothold in the world of consumer finance, and increase its profitability".

He added: "As Apple's customers increasingly start to use the Pay Later service, it will gain from merchant fees."

Affirm stock $4 on Monday after Apple's announcement and has lost almost three quarters of its value this year following a turbulent period for buy now, pay later firms, but is still worth about $7 billion.

In late May, Swedish fintech darling Klarna laid off $4, or about 700 employees. Affirm, however, is still actively hiring, Levchin said.

Regulators $4 and $4 are also paying increasing attention to the sector. In December, the US Consumer Financial Protection Bureau opened an investigation into consumer debt levels on platforms including Klarna and Afterpay.

Affirm did not immediately respond to Insider's request for comment.