The U.K. was able to try out Apple Pay for the first time on Tuesday as Apple finally expanded the digital wallet platform outside of the U.S. since it was introduced to the American market last October. At least 250,000 retail outlets are participating in a system that enable consumers to use Apple devices such as iPhone, iPad and Apple Watch to make purchases. This covers a wide range of retail sites that include Tube stations, cafe, supermarkets and travel services, according to Yahoo Finance.
Britons, who were inundated with Apple Pay advertisements all over London early this week, will be able to buy almost everything from their burger to their petrol using their Apple gadgets. Eight banks are also participating, with several others indicating intents to join the bandwagon after a previously reported holdout, the Apple Insider learned.
Apple Pay allows users to load their credit and debit card information into their devices for cardless transactions. Visa, MasterCard and American Express were immediate supporters. Apple tapped the finger print functionality in recent iterations of the iPhone, iPad and recently launched Apple Watch to provide more security. Consumers place their devices near a terminal in order for a short range wireless transaction to take place and the user fingerprint is then used to confirm identity for each purchase.
Apple Pay's foray across the pond is seen as a strategic move to stem the tide of competition posed by Google with its Android Pay service and Samsung Pay mobile system. It is also part of an aggressive push to establish a foothold in a highly lucrative mobile-payments market. The U.K. was reportedly chosen for its highly developed contactless payment infrastructure, IOL reported. Apple has been reported to be eyeing the massive global market that includes China, Canada and South Korea, according to India Today. With a mobile payment system, the company is also seeking to maintain its lead in the mobile devices industry as it binds customers further into the Apple ecosystem.
The Tuesday launch saw some technical problems such as those that are keeping HSBC from introducing the service in its operations for at least two weeks. Consumers have also reported problems with Apple Pay interface and the manner by which their devices must be positioned before the POS terminal. Most merchants also impose purchase caps that could rile big spenders.
