Quote:
Originally Posted by David Munch
To cater to consumers perhaps should be a pretty good reason.
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Not good enough to turn over control of the customer relationship to a third party. That is the very reason why neither Amazon nor Google have made much dent. Even Square has had limited traction because the days of retailers blindly outsourcing critical parts of their business to tech companies are over.
As the article points out, the retailers want a solution that puts them and their brands out front and keeps the tech platform in the background. And that solution needs to be multiplatform, which Apple products rarely are. By now retailers are very much aware that Apple Pay exists primarily to sell Apple phones and generate revenue for Apple. Their idea of a digital payments system is one that sits quietly in the background, never seen, never mentioned, not a high profile brand on its own like VISA, MASTERCARD, AMERICAN EXPRESS... APPLE...