During their Worldwide Developers Conference in June 2016, Apple announced a new method of payment that has the potential to revolutionise the way we shop online.
Apple Pay launched back in October 2014 as a mobile payment and digital wallet service, allowing compatible mobile devices to make payments instead of using a physical credit or debit card. Retailers don't need to install any dedicated hardware - existing contactless terminals are compatible - and developers can easily integrate the payment method into their apps.
At WWDC 2016, Apple’s senior vice president of software engineering, Craig Federighi announced: “Now when you’re shopping online, you’ll have a ‘Pay with Apple Pay’ button”.
Integrating directly into iOS and OS X Safari based websites, Apple Pay as a payment method on websites remains secure by requiring the user to authenticate with Touch ID on their iOS device or Apple Watch.
With the service of Apple Pay expanding to the broader realm of E-commerce, Apple Pay on websites will be up against broader competition with other online payment services such as PayPal and Android's recently announced new Android Pay features.
When the new features of Apple Pay launch this winter, the existing 800 million credit cards on file will be ready to pay with just their fingerprint across mobile and desktop.