Apple Pay could increase mobile purchasing. It (replaces need for physical card for in-store transactions & has one-tap system for in-app payments) has overcome common pitfalls of other mobile payment efforts: wide retailer cooperation (+220,000 retailers & growing), “control of both mobile hardware and software”, and “enough notoriety to influence usage.” Apply Pay is expected to potentially increase in-app purchases and improve shopping experiences through targeted mobile messaging and in-store promotions while shopping. - Link