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Apple Pay Fails To Meet Expectations

Digital wallet and mobile platform, Apple Pay, has reportedly struggled meet expectations (especially in the United States), with the service only beginning to gain traction four years after launch.

According to BloombergApple is taking a neighbourhood by neighbourhood approach, seeking to entice more US retailers and consumers to use Apple Pay from the ground up.

A slew of ambassadors have reportedly descended across Chicago, in a bid to establish “activation zones” for Apple Pay ahead of the city’s forthcoming marathon.

Spectators who use Apple Pay are also being offered incentives including $1 tacos from food trucks.

Apple Pay has reportedly furthered its stride in the United States following new in-store equipment called ‘Apple Pay Cash’ – a peer-to-peer payment system which lets users send money to each other via iMessage.

Concerning merchants, latest numbers claim 60% of US retailers will accept payment via iPhone by the year’s end, up 3% from four years ago.

Speaking to Bloomberg, Crone Consulting CEO, Richard Crone, claims Apple Pay has been “more broadly a disappointment” concerning its original aim to disrupt the payment services industry.

Despite this, Crone remains optimistic the service can build further momentum.

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