People simply don’t remember that Apple Pay is an option

It is clear that, Apple Pay has been growing steadily since launch, but its penetration is still quite low.

Recent findings from Infiniti Research reveal that, in the app store, for example, it is used for only 1%–1.5% of transactions. On average, physical stores see less than 0.8% usage of the payment method.

I can also observe that, while the number of transactions is rising, the frequency at which consumers use Apple Pay has actually fallen. A common reason for this is that people simply don’t remember that it’s an option.