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Apple Pay: 
! 
An Obvious Value Proposition 
C O D I F I E D N EWS
On September 09, 2014 
at Apple’s Live Special Event, 
Tim Cook announced Apple’s vision 
to replace…
…the wallet.
Paying for stuff can often 
be a real pain…
youtu.be/u4I46vHLtcQ
Apple Pay 
Consumers 
need to… 
Purchase Goods 
Protect 
Finances
Apple Pay 
Purchase Goods 
Carrying cash, 
cards, and 
wallets 
Theft & Fraud 
Photo ID 
required 
Cards don’t 
read properly 
Credit/debit 
cards are 
insecure Losing your 
wallet, cards, 
and cash 
Protect 
Finances 
The experience isn’t 
always positive though…
Apple Pay 
Purchase Goods 
Carrying cash, 
cards, and 
wallets 
Theft & Fraud 
Photo ID 
required 
Cards don’t 
read properly 
Credit/debit 
cards are 
insecure Losing your 
wallet, cards, 
and cash 
Protect 
Finances 
Never carry a 
wallet, cards, or 
cash again 
Fast checkout 
at retail stores 
Never have to 
cancel a card 
ever again 
Transaction 
data is kept 
private 
Shop anywhere 
And they really 
wish for…
Apple Pay 
Purchase Goods 
Carrying cash, 
cards, and 
wallets 
Theft & Fraud 
Photo ID 
required 
Cards don’t 
read properly 
Credit/debit 
cards are 
insecure Losing your 
wallet, cards, 
and cash 
Protect 
Finances 
Never carry a 
wallet, cards, or 
cash again 
Fast checkout 
at retail stores 
Never have to 
cancel a card 
ever again 
Transaction 
data is kept 
private 
Shop anywhere 
What could Apple 
design to address these 
jobs, pains, and gains?
“We've placed a lot of 
energy into creating 
an entirely new 
payments solution.” 
– Tim Cook
Introducing…
Pay
youtu.be/efyMDz-7X3o
Apple Pay 
Purchase Goods 
Carrying cash, 
cards, and 
wallets 
Theft & Fraud 
Photo ID 
required 
Cards don’t 
read properly 
Credit/debit 
cards are 
insecure Losing your 
wallet, cards, 
and cash 
Protect 
Finances 
Never carry a 
wallet, cards, or 
cash again 
Fast checkout 
at retail stores 
Never have to 
cancel a card 
ever again 
Transaction 
data is kept 
private 
Shop anywhere 
Apple could leverage its 
existing technology to 
make the experience…
Apple Pay 
Purchase Goods 
Carrying cash, 
cards, and 
wallets 
Theft & Fraud 
NFC Antenna 
Photo ID 
required 
Cards don’t 
read properly 
Credit/debit 
cards are 
insecure Losing your 
wallet, cards, 
and cash 
Protect 
Finances 
Never carry a 
wallet, cards, or 
cash again 
Fast checkout 
at retail stores 
Never have to 
cancel a card 
ever again 
Transaction 
data is kept 
private 
Shop anywhere 
…faster and 
more accessible! 
One tap 
checkout 
220K merchants 
and growing
Apple Pay 
Purchase Goods 
Carrying cash, 
cards, and 
wallets 
Theft & Fraud 
Passbook App 
Photo ID 
required 
Cards don’t 
read properly 
Credit/debit 
cards are 
insecure Losing your 
wallet, cards, 
and cash 
Protect 
Finances 
Never carry a 
wallet, cards, or 
cash again 
Fast checkout 
at retail stores 
Never have to 
cancel a card 
ever again 
Transaction 
data is kept 
private 
Shop anywhere 
One tap 
checkout 
220K merchants 
and growing 
Store and 
manage cards 
digitally 
NFC Antenna 
…more convenient!
Apple Pay 
Completely 
private 
transactions 
NFC Antenna 
Touch ID 
Purchase Goods 
Carrying cash, 
cards, and 
wallets 
Theft & Fraud 
Credit/debit 
card 
tokenization 
Fingerprint ID 
Dynamic 
transaction 
security codes 
Photo ID 
required 
Cards don’t 
read properly 
Credit/debit 
cards are 
insecure Losing your 
wallet, cards, 
and cash 
Protect 
Finances 
Never carry a 
wallet, cards, or 
cash again 
Fast checkout 
at retail stores 
Never have to 
cancel a card 
ever again 
Transaction 
data is kept 
private 
Shop anywhere 
One tap 
checkout 
220K merchants 
and growing 
Store and 
manage cards 
digitally 
Passbook App 
…completely private 
and protected!
Apple Pay 
Completely 
private 
transactions 
NFC Antenna 
Touch ID 
Purchase Goods 
Carrying cash, 
cards, and 
wallets 
Theft & Fraud 
Credit/debit 
card 
tokenization 
Fingerprint ID 
Dynamic 
transaction 
security codes 
Photo ID 
required 
Cards don’t 
read properly 
Credit/debit 
cards are 
insecure Losing your 
wallet, cards, 
and cash 
Protect 
Finances 
Never carry a 
wallet, cards, or 
cash again 
Fast checkout 
at retail stores 
Never have to 
cancel a card 
ever again 
Suspend 
payments on 
device 
Transaction 
data is kept 
private 
Shop anywhere 
One tap 
checkout 
220K merchants 
and growing 
Store and 
manage cards 
digitally 
Passbook App 
Find My iPhone 
…nearly bullet-proof!
Pay 
Combines seamlessly integrated 
hardware, software, and services in a 
way only Apple can.
Coming in Part 2: 
“How Apple Pay’s uncopyable 
business model delivers what 
nobody else could” 
C O D I F I E D N EWS
Author: Benson Garner 
Content Direction: Alexander Osterwalder 
Design: Federico Galindo 
Art Direction: Alan Smith 
Additional Input: Alan Smith, Nabila Amarsy 
C O D I F I E D N EWS
B Y 
C O D I F I E D N EWS

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Apple Pay's Obvious Value Proposition

  • 1. Apple Pay: ! An Obvious Value Proposition C O D I F I E D N EWS
  • 2. On September 09, 2014 at Apple’s Live Special Event, Tim Cook announced Apple’s vision to replace…
  • 4. Paying for stuff can often be a real pain…
  • 6. Apple Pay Consumers need to… Purchase Goods Protect Finances
  • 7. Apple Pay Purchase Goods Carrying cash, cards, and wallets Theft & Fraud Photo ID required Cards don’t read properly Credit/debit cards are insecure Losing your wallet, cards, and cash Protect Finances The experience isn’t always positive though…
  • 8. Apple Pay Purchase Goods Carrying cash, cards, and wallets Theft & Fraud Photo ID required Cards don’t read properly Credit/debit cards are insecure Losing your wallet, cards, and cash Protect Finances Never carry a wallet, cards, or cash again Fast checkout at retail stores Never have to cancel a card ever again Transaction data is kept private Shop anywhere And they really wish for…
  • 9. Apple Pay Purchase Goods Carrying cash, cards, and wallets Theft & Fraud Photo ID required Cards don’t read properly Credit/debit cards are insecure Losing your wallet, cards, and cash Protect Finances Never carry a wallet, cards, or cash again Fast checkout at retail stores Never have to cancel a card ever again Transaction data is kept private Shop anywhere What could Apple design to address these jobs, pains, and gains?
  • 10. “We've placed a lot of energy into creating an entirely new payments solution.” – Tim Cook
  • 12. Pay
  • 14. Apple Pay Purchase Goods Carrying cash, cards, and wallets Theft & Fraud Photo ID required Cards don’t read properly Credit/debit cards are insecure Losing your wallet, cards, and cash Protect Finances Never carry a wallet, cards, or cash again Fast checkout at retail stores Never have to cancel a card ever again Transaction data is kept private Shop anywhere Apple could leverage its existing technology to make the experience…
  • 15. Apple Pay Purchase Goods Carrying cash, cards, and wallets Theft & Fraud NFC Antenna Photo ID required Cards don’t read properly Credit/debit cards are insecure Losing your wallet, cards, and cash Protect Finances Never carry a wallet, cards, or cash again Fast checkout at retail stores Never have to cancel a card ever again Transaction data is kept private Shop anywhere …faster and more accessible! One tap checkout 220K merchants and growing
  • 16. Apple Pay Purchase Goods Carrying cash, cards, and wallets Theft & Fraud Passbook App Photo ID required Cards don’t read properly Credit/debit cards are insecure Losing your wallet, cards, and cash Protect Finances Never carry a wallet, cards, or cash again Fast checkout at retail stores Never have to cancel a card ever again Transaction data is kept private Shop anywhere One tap checkout 220K merchants and growing Store and manage cards digitally NFC Antenna …more convenient!
  • 17. Apple Pay Completely private transactions NFC Antenna Touch ID Purchase Goods Carrying cash, cards, and wallets Theft & Fraud Credit/debit card tokenization Fingerprint ID Dynamic transaction security codes Photo ID required Cards don’t read properly Credit/debit cards are insecure Losing your wallet, cards, and cash Protect Finances Never carry a wallet, cards, or cash again Fast checkout at retail stores Never have to cancel a card ever again Transaction data is kept private Shop anywhere One tap checkout 220K merchants and growing Store and manage cards digitally Passbook App …completely private and protected!
  • 18. Apple Pay Completely private transactions NFC Antenna Touch ID Purchase Goods Carrying cash, cards, and wallets Theft & Fraud Credit/debit card tokenization Fingerprint ID Dynamic transaction security codes Photo ID required Cards don’t read properly Credit/debit cards are insecure Losing your wallet, cards, and cash Protect Finances Never carry a wallet, cards, or cash again Fast checkout at retail stores Never have to cancel a card ever again Suspend payments on device Transaction data is kept private Shop anywhere One tap checkout 220K merchants and growing Store and manage cards digitally Passbook App Find My iPhone …nearly bullet-proof!
  • 19. Pay Combines seamlessly integrated hardware, software, and services in a way only Apple can.
  • 20. Coming in Part 2: “How Apple Pay’s uncopyable business model delivers what nobody else could” C O D I F I E D N EWS
  • 21. Author: Benson Garner Content Direction: Alexander Osterwalder Design: Federico Galindo Art Direction: Alan Smith Additional Input: Alan Smith, Nabila Amarsy C O D I F I E D N EWS
  • 22. B Y C O D I F I E D N EWS