IDG Contributor Network: EMV rules ruining Apple Pay
The Apple Pay payment experience has been simple and elegant. No network connection needed. No need to find an app, launch an app or log in. Just hold the phone at the end of the transaction, place your finger ever so briefly on the button for a split second, and a comforting "Done" icon says you're finished. At least that was true until last week, when several major chains made their official EMV move.
Trader Joe's and Whole Foods were among the major retailers that switched on EMV last week, which instantly made the quick Apple Pay experience decidedly less so. Instead of the shopper being done when Apple Pay confirmed all that it needed to confirm (which is pretty much the purchase amount and that your fingerprint matches the one you are supposed to have), a series of new messages pop out on the POS screen.
To read this article in full or to leave a comment, please click here