Thank you for that explanation, which got me thinking: Apple Pay could remake the web, in some very good ways. Just expand Apple Pay into the micropayment system I've wanted for over 15 years.
If Apple can "scale this down" (even by losing some money on overhead and transaction costs) and make it painless and worthwhile for a website to charge as little as one cent for something, then many good things happen. I think a vast number of web users would happily click a "1 Cent Apple Pay" button to read the second half of an article or column, or hear a song or a podcast, or watch a funny cat video. If it's good, it's worth one cent. If it wasn't, it was only a penny.
Or think of it as $10 for every 1000 articles read/artworks viewed/songs heard: a trivial expense for weeks or months of web usage for most people, in exchange for the content without registrations, or subscriptions, or pay walls, and without advertising. You know, that annoying stuff you try to block. That stuff that Google sells. (Oh-oh...!)
But this would be much more than a way to drop a pipeline into Google's core revenue source. Creatives and publishers and entrepreneurs of all sorts could just add Apple Pay to a page like a social media button, and then sell or rent their work directly and affordably. One cent transactions may only add up to just a few dollars for some, but what are they making now? Web ads bring them little. Maybe they're happy selling songs for $1, but they might be thrilled by the number of people willing to pay one cent to listen to one song, once.
And it could scale up really well. Charities and activists could raise real money in tiny, painless increments. Even one cent per page view adds up to a big chunk of change for newspapers and magazines that now struggle to survive on advertising and/or subscriptions. I think the New York Times website would be thrilled if their 17 million page views a day made them one cent each: that's over $62 million a year. Or maybe some big players get "greedy," and decide to charge a whole five cents for that big story, or virtual art show, or for your first listen to that new song from your favorite band: a million nickels is $50,000.
Now think of ebook sellers who don't need Amazon any more. Think about PayPal, and streaming music services. And why not Bitcoin via Apple Pay....
I'm sure some of you will see this as a dystopian vision, but I think Apple could do a lot of good and (eventually) make a lot of money with my distributed digital free market daydream.