Lily Greenwood
Lily Greenwood
Senior Digital Account Exec
23.10.14

Apple Pay – Yay or Nay?

Last week, we talked about the imminent launch of Apple Pay in the US. The service finally launched on Monday, allowing users to add credit card details to their device which they can then use to make purchases directly from their phone.

Before its launch there was much scepticism around the potential success of the service and while we’re only in the early days of its rollout, it’s already evident that it’s a landmark in the new digital payment era.

Just to recap from last week’s blog, Apple Pay is a new digital payment service available for iPhone 6 & 6 plus users. The app works using Near Field Communication (NFC) technology and fingerprint recognition enabling users to buy items from more than 220,000 stores directly from their iPhone.

So how have the first few days gone?

Mashable have reported that after testing the service in McDonald’s the process was ‘like straight out of the original demo video’ reconfirming its ease of use – there were no extra steps, just tap and go. However the process differed a little at Walgreens where the user was asked to verify the total on the store terminal before the transaction could be finished.

Similar results were found by Forbes.com, who stated that the overall experience was as simple as advertised at Apple. They tested at McDonald’s, Whole Foods and Walgreens, successfully completing transactions at each location. However, the issue they found was that not all staff members at the checkout knew about the new service, which highlighted how stores will need to educate staff to ensure that the user experience isn’t compromised.

Where it falls short

The service does however fall short as Apple has yet to integrate loyalty cards within its service. Users of Apple Pay will still need to dig into their pockets and handbags to find their wallets to hand over a loyalty card – making the point of Apple Pay slightly redundant. The new service is currently just limited to the payment portion of a sale; Apple may need to consider integrating additional value added services in order to increase its popularity.

It appears that there is still some work to be done but from what we can tell in these early days the service is delivering on usability and reliability – however its availability still needs improving before we see a wider adoption.

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