Over the last six months, the news for Apple Pay has been pretty mixed. While the payments system has grown its footprint internationally and recorded some successes, US experience has been far from stellar.
The key trend emerging is that while US consumers are happy to trial Apple Pay, ongoing usage is disappointing. In fact, repeat usage is declining, as reported here, here, and here (there’s lots more) which must be of great concern to Apple.
Why are US consumers failing to utilise Apple Pay in greater numbers? One answer, according to an article on PYMNTS.com called ‘Apple Pay Meets Its Biggest Foe Yet: Consumer Apathy’, is well… consumer apathy.
I think the real answer is more nuanced than that.