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Apple Pay launched in October of 2014 and within 72 hours had over 1 million credit cards registered in the system.  Though this was primarily led by both Apple and leading-edge technology enthusiasts alike, since then Strategy Analytics has identified that working with banks to provide consumer awareness and incentives for signing up helps to generate awareness, and lead to adoption and use of Apple Pay.  Furthermore, placing signs within retail establishments help Apple Pay users identify where Apple Pay can be used.  Security continues to be a big concern for non-adopters but with time and further education with regards to the security measures in place by Apple, they might slowly resolve to try Apple Pay.

1. Apple Pay 6 Month Later: What Drives Adoption?
2.  Incentives to Sign Up and Use Are Attractive to Consumers
3. Despite a Compelling Experience, Lack of Presence Hinders Regular Usage
4. How Apple Pay Impact Consumer Shopping Behavior
5. Despite Apple’s Focus on Security, it Remains a Big Barrier to Adoption
6. Implications