Tap to the future
Apple Pay isn't the wallet killer it's cracked up to be... yet. But we didn't expect it to be right at launch. Although Apple Pay has an impressive list of partners, retailers and customers are still figuring it out--it's unrealistic to expect shoppers to remember every single store they can use Apple Pay, and in turn it's unrealistic for merchants to plaster Apple Pay signage all around their cash registers (though we did expect to see that more than we actually did).
However, there is massive potential. It's secure, easy to use, and quick--rummaging through your bag or pocket for your phone takes considerably less time than digging for your wallet and then fumbling through until you find your card. Plus, users activated 1 million cards in Apple Pay's first three days, so clearly people want to use it. It can only get better with time.
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