Apple Pay Gets Rolling Via Bank Partners

I'm a big fan of how Apple has started promoting Apple Pay.

Apple itself has yet to run any televised commercials for the service.  Instead, Apple has been partnering with the largest credit card issuers to promote the product for them.  In fact, Apple recently claiming that Pay is supported by credit cards representing roughly 90% of U.S. purchase volume.

Recently banks such as Wells Fargo, Bank of America, Chase, and Capital One have all aired commercials promoting Apple Pay . . .

Capital One:



Wells Fargo:



Bank of America:



While all of these advertisements are done by different banks, Apple has done a great job to partner with each to make them all feel relatively consistent and delivering on the same message.  Apple's influence is also clear in showcasing the product in use.  Since the launch of the iPhone, Apple has hands down had the best product demos of any TV commercials.

More importantly, the launch strategy of handing over the product promotion to business partners is successful because it accomplishes three key goals:

1. Helps generate a tremendous amount of product awareness
2. Simplifies the notion of mobile payments by making it just an extension of an existing credit or debit card
3. Creates credibility by linking the new technology with the financial institutions that consumers already trust for their banking needs

Now all Apple has to do is continue to enroll more retailers and start pumping out more iPhones.