tmiw
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How Apple Pay beat the odds because of great design
I have the suspicion that if it weren't for Apple, almost no businesses in the US would have contactless terminals at all. Remember, we tried contactless cards before and they were ultimately a market failure, so there would be little reason for merchants to spend the extra money (no matter how little in practice).
Of course, now that Apple made tapping kind of a thing, some banks are supposedly reconsidering contactless cards. We'll see if that ever pans out.