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Experts: Apple Pay for the first year has not lived up to expectations

Despite the fact that Apple CEO Tim cook confidently called 2015 the “year of Apple Pay”, at the moment it remains only words. While these expectations are not met.

This month, Apple Pay has celebrated its first anniversary. During this time she failed to win the market in the extent that was expected. In the USA only 1% of all payment transactions conducted via Apple Pay. The service allows to pay for purchases in retail chains, one-touch mobile device to payment terminal. Among the disadvantages of this type of payment allocate a small number of payment devices and the availability of Apple Pay to new iPhones.

Apple, which in growth strategy based on new products entered the market of mobile payments last year, presenting its own payment service. Similar functionality was available in Google smartphones through the Google Wallet app since 2011, however, market coverage has also been very weak. Of course, Apple’s expectations regarding its payment service were high. Cook said early in the year that “the time has come for Apple Pay”. Apple’s competitors also did not hesitate in the course of the year were presented Samsung Pay, and Android Pay. However, the attitude of consumers to the services of mobile payments remained cool, reports Payspacemagazine.

Several studies have provided evidence for this. More than 75% of iPhone 6 and iPhone 6 Plus as of April never used Apple Pay. And in June only 13% of those surveyed 1,500 people said that I tried to pay using Apple Pay.

Thus, in summer, Apple reported that the increase in the number of transactions using its service into the double digits monthly, and 98% of those who have already used Apple Pay, talk about complete customer satisfaction.

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In fact, some signs indicate that the demand for the services of mobile payments will grow in the coming years. This is primarily linked to the deployment of large ad campaigns as Apple and its competitors.

In addition, the number of owners of smartphones iPhone 6, iPhone 6 Plus and presented this year iPhone 6s will increase, which will positively affect the popularity of Apple Pay.

Will help Apple and the U.S. transition to chip cards, the end date is expired on 1 October. Under the terms of the transition to the EMV standard, American merchants had to install new terminals, otherwise they will bear the full responsibility for losing a customer in case of card fraud. These devices also accept payments through services such as Apple Pay. However, so far the new terminals installed in less than a quarter of retail outlets.

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