Using systems like Apple Pay also reduces merchant risk. You might not know it, but merchants pay the costs of fraudulent purchases, and online providers pay higher per-transaction fees due to the higher risk of not seeing the card. Issuing banks pay the costs of re-issuing compromised cards. (You'll notice VISA, MasterCard, and American Express don't seem to pay much of anything.) No wonder merchants and card issuers like Apple Pay: it reduces their risks and costs.
Apple Pay is simply more secure for merchants and payment networks, and more private for consumers. Better user experience, better security, and better privacy, all backed with a business model that makes sense for nearly everyone involved (except merchants and carriers who want to track your behavior): I think we can see where this is headed.
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