Gartner Research

Apple Pay — One Step Forward, One Step Backward

Published: 17 October 2014

ID: G00255870

Analyst(s): Alistair Newton , Christophe Uzureau , David Furlonger


Apple's launch of Apple Pay places the spotlight on digital wallets and mobile payment systems, and the role of technology providers in the payment value chain. The real contest, however, will be between Apple and banks for control over consumers' digital identities.

Table Of Contents


  • The Processes
    • Registration and Provisioning
    • The Payment Process
  • The Stakeholders
  • Apple Pay Repositions Apple as a Digital Identity Gatekeeper
    • The Payment Economics
  • The Battle for Consumers' Digital Identities
    • Why It Matters
    • Tactical and Strategic Moves
  • The Challenges
    • Building a Payment Brand Is Not Just About Marketing
    • Building a Stronger Case for the Merchant Community
    • A Fundamental Strategic Issue: Wallet Openness
  • Recommendations


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