Trusted Reviews is supported by its audience. If you purchase through links on our site, we may earn a commission. Learn more.

Apple says Apple Pay uptake may be slow to start

Apple’s payment platform goes live today, but the company admits it will struggle to pull in huge numbers of users immediately.

Apple’s senior VP of software and services, Eddy Cue, reckons Apple Pay still has a long way to go

There’s a lot to do here and we have a lot of work to do, but it should be huge,” explains Cue.

“We’re trying to do something that I think is a game changer and it requires a lot of people to play together.”

Apple is predicting curved growth, whereby more people will take up the service faster as they hear friends and colleagues recommending it.

Cue also said that he thinks the majority of early Apple Pay transactions will be in-app purchases.

Currently the Touch ID fingerprint sensor allows apps to be purchased from the store, but Apple Pay will enable users to authenticate purchases within apps via Touch ID, too.

Apple’s iTunes already sees more revenue from purchases than its rival’s app stores, so it’s unsurprising that microtransactions would make up a big chunk of initial Apple Pay turnaround.

Apple Pay also lets iPhone owners make purchases in brick-and-mortar stores using their handsets, although many partners are still waiting on NFC terminals to be delivered.

A lack of NFC-friendly vendors at launch is sure to be another retardant for Apple Pay uptake.

Apple Pay is set to launch as part of iOS 8.1 on October 20, although the release is strictly on US soil for now.

Read more: What is Apple Pay?

Why trust our journalism?

Founded in 2004, Trusted Reviews exists to give our readers thorough, unbiased and independent advice on what to buy.

Today, we have 9 million users a month around the world, and assess more than 1,000 products a year.

author icon

Editorial independence

Editorial independence means being able to give an unbiased verdict about a product or company, with the avoidance of conflicts of interest. To ensure this is possible, every member of the editorial staff follows a clear code of conduct.

author icon

Professional conduct

We also expect our journalists to follow clear ethical standards in their work. Our staff members must strive for honesty and accuracy in everything they do. We follow the IPSO Editors’ code of practice to underpin these standards.