Apple Pay is causing quite a ripple throughout the retail and marketing world. On one side are the tech people trying to create a dominant feature for their market, the mobile user; on the other is the retailers who want to collect and control data on their customers.
Some are seeing this as a fight over mere tech processes, but it is really a fight over consumer data because those who control the data have the power.
Retailers will have an uphill battle against customers who will want to use a tech that has no real data benefits for the businesses versus forcing those customers to use yet another system that may provide actual extra savings to those customers and loads of rich data to the retailers
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