Apple has made its sales pitch to consumers on the merits of Apple Pay and has positioned the digital wallet system for mass adoption, even by the Android faithful. With the latest revision to the month-old iOS 8, it's time for shoppers to now prove if they're buying into it and with it.
The buggy release of iOS 8 has been addressed with a 126-MB patch, iOS 8.1, which enhances the continuity between Apple's operating systems and delivers the much-hyped Apple Pay. For users still not up to date with the latest iOS 8 has to offer, the iOS 8.1 update can be pulled over the air by selecting the Software Upgrade option in the Settings menu.
Apple Pay stores credit card data in a secure element of an individual's iPhone, accessible only by the fingerprint-reading Touch ID. Users can approach wireless terminals at cash registers to exchange transaction details via their mobile device's near-field communications chip or make purchases via apps that support Touch ID.
"Our team has worked incredibly hard to make Apple Pay private and secure, with the simplicity of a single touch of your finger," said Eddy Cue, Apple's senior vice president of Internet Software and Services. "The reaction to Apple Pay has been amazing. We continue to add more Apple Pay-ready banks, credit card companies, and merchants, and think our users will love paying with Apple Pay."
Apple has made a strong effort to bring merchants and financial institutions on board with Apple pay, but not all parties are willing to embrace the virtual wallet system just yet.
One of Apple Pay's most outspoken skeptics has been Danny Sullivan, vice president of Pizza Hut's global digital experience. At the 2014 Mobile Shopping Summit, Sullivan expressed disappointment in the absence of Web support for Apple Pay and was wary of the system's potential to alienate Android users.
"And, it is shut off from Android pretty much completely," said Sullivan. "It doesn't work too far back on technology. I think it will take longer than most people think."
It's a bit of a wager on Apple's part, but the health of its payments platform could woo long-term Android users over to iOS and eventually Mac and iPhone device use. There are rival platforms in the works and already on the market, which could satiate the appetites of those now considering taking a bite out of Apple.
It's not just the skeptical merchants and exclusivity of Apple Pay that could undermine it's success. The very foundation of the virtual wallet systems could be eroded as financial institutions seeks to eliminate the middle man tax -- Apple and it's nominal transaction fee -- and serve customers directly with NFC-powered payments apps.
