The most enticing aspect of this idea is the security. If a user's phone is lost or stolen, the "Find My iPhone" feature can help them locate it. Even better than that, the phone can be locked down or swiped clean from anywhere, so thieves won't obtain the user's information.
Like any new idea, the reactions have varied.
My opinion is that Apple Pay is a great idea. Will it take awhile to really take off? Yes. Will it eventually take off? Yes. Society is always looking for new ways to make things easier, faster, and more convenient. Apple Pay is the solution.
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