Apple Pay Case Study.docx - Brianna Bracamontez BMKT 3311...

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Brianna Bracamontez BMKT 3311 02 12 April 2020 Apple Pay Case Study 1. Apple Pay’s main offering to users is convenience (Marketing, 2013). In order to do this Apple must play as a secure middleman between financial accounts and merchants. The key in this is making sure every transaction made through Apple Pay is secure and safe regarding the customers private information and account information. In order to use this contactless payment function, Apple requires a touch ID, Face ID or a PIN to make any purchase. In order for the payment to go through at a contactless card reader, the reader reads a chip in the phone (known as the NFC chip) that gives all the information needed to complete the transaction. The information this chip gives the merchant is limited to only what they need to complete the transaction, the merchants do not even get the customer’s name when Apple Pay is used (Duffy, 2019). 2. I believe that Apple, in regard to Apple Pay, is an intermediary because of the sole fact it

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