For me, Apple Pay seemed to fix a problem that is quite US centric. The checkout payment experience there was quite terrible and inconsistent. Apple Pay then added a layer of simplicity. In UK we were already well on the way with contactless (and well past the confusing mixture of signature and PIN that US still uses) so Apple Pay wasn’t so clearly fixing a user problem.

Sensory Design Consultant, usability researcher and workshop facilitator. Twitter @acuity_design & @visceralUX