Brief: Merchants Shouldn't Rush To Apple Pay

June 10th, 2015

Thomas Husson Vice President, Principal Analyst

Sucharita Kodali VP, Principal Analyst

With contributors:

Benjamin Ensor , Julie Ask , Jesse Rude, Ph.D. , Adrian Chapman , Cody White , Kasia Madej , Laura Naparstek

Summary

On June 8, 2015, at its Worldwide Developers Conference, Apple announced it would support rewards programs and store-issued credit and debit cards with iOS 9, the new operating system it will launch this fall. By adding new services to Apple Pay and rebranding Passbook to Wallet, Apple is just starting to execute on its long-term vision to replace physical wallets. Apple also announced new partnerships with Discover and Square. In addition, Apple Pay will launch in the UK in July 2015. In spite of these developments, mobile payments remain nascent and therefore a nice-to-have for merchants.

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