Apple Pay Turns 10 Years Old, Apple Pay and the Long Game
With Apple Pay’s 10th anniversary coming up this Sunday (unveiled on October 20th, 2014), Apple decided to give its decade-long mobile payments and wallet effort some PR attention. We go over my thoughts on Apple Pay at 10 years.
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Apple Launches “Pay the Apple Way” Marketing Campaign, Apple and the Pac-12 Implosion
Hello everyone. For today’s update, we look at Apple’s new Apple Pay marketing push. The discussion then turns to craziness in the sports world as Apple finds itself at the center of the Pac-12 implosion.
Let’s jump right in.
Apple Launches “Pay the Apple Way” Marketing Campaign
“Apple is doubling down on its fintech ambitions with ‘Pay the Apple Way,’ spotlighting the no-hassle framework of its Pay feature via an expansive campaign that could help market additional payment tools from the company that were unveiled earlier this year. Among the new features is a high-yield savings account for Apple Card users, announced in April, which has since reached over $10 billion in deposits. Apple also began rolling out its buy now, pay later program in March.
‘Pay the Apple Way’ is meant to present a solution to the inconveniences of traditional money-dealing like carrying around a bulky wallet, struggling to find the right card and feeling concerned about privacy. Apple is flexing the ease of its Pay feature, which allows payments to be made directly from an Apple device, with a DOOH [digital out-of-home] experience that’s being billed as both dynamic and immersive, per release details. The ads will appear across prominent street and mall placements in London, Birmingham and Manchester in the UK along with Atlanta and Dallas in the U.S., touting straight-forward messages like ‘Your watch is your wallet’ and ‘Pay the secure way.’”
In addition to the physical marketing (examples shown below), Apple is also spending money on video advertisements and social media with Apple Pay campaigns on X and TikTok.
This marketing campaign comes as society returns to pre-pandemic behavior in terms of leisure, travel, and spending time out and about. The value found with mobile payments increases as people spend more time out of the home.
Apple Pay adoption among merchants has not been an issue outside the U.S. given the proliferation of contactless payments. In the U.S., after years of work to improve merchant adoption, digital payments like Apple Pay are on the verge of finally being described as widely accepted.
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