Think different

I understand US readers may instantly lose interest in something taking place outside of their continent, but Apple Pay will be supported at 250,000 locations across the UK and there are several reasons why the launch matters.

  1. Mobile payments

Apple has seized a strong position in mobile payments in the US – quite an achievement when consumer sentiment concerning contactless payments in that country was reluctant in comparison to consumer perception elsewhere. Partly as a result of years of industry agitation, European consumers are far happier to embrace contactless payments, with UK consumers particularly ready to embrace these. With Apple’s iPhone 6 series devices leading the pack in terms of smartphone sales in Europe, there’s little doubt that you can predict many thousands of customers will test Apple Pay. The existing £20 payment limit is likely to climb to £30 by the end of 2015, but does mean UK consumers will use an iPhone or Apple Watch to pay for smaller purchases and mass transit fares.

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