Your Daily Dose of Ad World Buzz
Latest
✦The Death Of The Mood Board✦Memes Entered The Creative Department. What Changed✦The New Cost of Market Entry: Building a Brand AI Can Trust✦RANNR Names Rajkummar Rao As Its Brand Ambassador✦Freyr Energy Signs Rohit Sharma As Its First Brand Ambassador✦Fastrack Joins Lollapalooza India 2027 As Co-Presenting Partner✦Hinge Builds Its India Campaign On The Quiet Signs✦Amazon Ads Adds DVA+ And A Conversational Buying Layer✦Apple Pay Launches In India With Axis Bank Cards✦Clarity Communication And Virtual Pebbles Tie Up On PR And Digital✦Tempest Advertising Wins Mahyco International’s Philippines Mandate✦Oxford University Press Puts Canva Into Its School Series✦The Death Of The Mood Board✦Memes Entered The Creative Department. What Changed✦The New Cost of Market Entry: Building a Brand AI Can Trust✦RANNR Names Rajkummar Rao As Its Brand Ambassador✦Freyr Energy Signs Rohit Sharma As Its First Brand Ambassador✦Fastrack Joins Lollapalooza India 2027 As Co-Presenting Partner✦Hinge Builds Its India Campaign On The Quiet Signs✦Amazon Ads Adds DVA+ And A Conversational Buying Layer✦Apple Pay Launches In India With Axis Bank Cards✦Clarity Communication And Virtual Pebbles Tie Up On PR And Digital✦Tempest Advertising Wins Mahyco International’s Philippines Mandate✦Oxford University Press Puts Canva Into Its School Series
News

Apple Pay Launches In India With Axis Bank Cards

Ad Tribe! Bureau2 min read
A wristwatch held near a card terminal as halftone cutouts on a flat charcoal ground, for the Apple Pay India launch

Apple Pay is now available in India. It launched on 30 September for iPhone, iPad and Apple Watch, with Mac support to follow, and begins with Axis Bank credit cards.

  • Bank partner: Axis Bank, credit cards only at launch
  • Networks: Visa and Mastercard
  • Devices: iPhone, iPad and Apple Watch, with Mac coming later
  • How it works: double-click the side or home button, authenticate with Face ID, Touch ID or a passcode, then hold the device near a contactless reader
  • Setup: through the latest version of the Axis Bank app or the Wallet app
  • Acceptance: any merchant taking NFC payments, with payment service providers including BillDesk, Cashfree, Juspay, Paytm and Razorpay connecting the merchant network
  • Security: the card number is not stored on the device or on Apple's servers, and an encrypted Device Account Number sits in the Secure Element instead
  • Scale: Apple Pay operates in more than 90 countries with over 11,000 bank and network partners

Why Apple Pay Arriving Here Matters

Because India did not wait for it. UPI settled the habit of paying by phone years ago, and it did so on rails that are free at the point of use and work on any handset.

Apple Pay is therefore not entering an unserved market. It is entering a served one with a different proposition, which is card payments without an app, a PIN or a one-time password.

What It Changes For Advertisers

Mostly checkout friction on higher value purchases. Card transactions in India still carry the OTP step, and that step is where a meaningful share of attempted payments fail or get abandoned.

For any brand selling at a price point where people reach for a credit card rather than a UPI app, removing that step is a conversion change rather than a convenience one.

What Was Said

Jennifer Bailey, Apple's vice president for Apple Pay, said it makes everyday payments with a card easy, secure and private, from simply tapping to pay in stores without an extra app, PIN or OTP. Axis Bank managing director and chief executive Amitabh Chaudhry said technology, security and changing customer expectations are reshaping how people transact.

More on the company at apple.com. More news.

#apple#fintech#payments
Follow Ad Tribe