Why Apple Pay Has a Poor Performance in the US?
Apple released the Apple Pay one year ago, but as of now it hasn’t gained the achievement the company expected in the US. As far as the mobile payment market is concerned, the Apple aimed to emphasize the market share growth of Apple pay in Asian countries especially including China. As you know iPhone’s sales growth in China is supposed to exceed the one in America in the near future.
In the new produce event in the last September, Apple’s CEO Dim Cook introduced the special service of Apple pay which supports Quick Pass via NFC as well as recognition technologies. The Apple pay can take the place of your credit cards and debit cards, finishing the payment even without leaking out your credit card information.
In Dim Cook’s statement, the year of 2015 is for the Apple pay. Whereas the truth is that no so many users in the US would like to use this service in real life. According to the research report by Kantar, a market research firm, as of April, 2015, more than 75% of the iPhone 6 and 6 Plus users had never used Apple pay. What an extraordinary situation it is!
In addition to that, a recent research also indicated that only 42% of those iPhone users had tried the payment with App pay in the App Store and apps instead of off-line stores. There were more than 220 thousand real shops which previously claimed they supported App Pay, for example, Mcdonald’s, Disney, Nike, Bloomingdale’s, subway and etc.
Bloomberg supposed that the slow growth and promotion was due to the following three reasons:
1. Apple hasn’t implemented a large-scale marketing plan to popularize the notion of Apple pay. That’s to say, the company didn't try preferential policies to cultivate the usage habits of the target iOS users.
2. Most shops’ payment terminal didn’t support the Apple pay.
3. The iOS devices which supports Apple pay is limited to iPhone 6, 6 plus, 6s and 6s plus. This is a really disappointing aspect while the shipment quantity of iPhone 4, 4s, 5, 5s is much larger than the devices above iPhone 6.
However, the situation of Apple pay in the overseas market seems better than that in the US. Especially in China, the Apple has reached agreements with 15 banks in order to support Apple Pay. The service will be available in China in 2016. If the promotion plan goes on smoothly, Apple can promote the particular mobile payment service with the company’s powerful brand edges. However, it still remains to be proved that whether the Apple pay can beat WePay(WeChat’s mobile payment platform) and Ali Pay (Alibaba’s mobile payment platform).
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