On February 18, 2016 (January 11, 2016), ApplePay service was officially launched in China. Apple mobile phone users in China have officially launched their iPhone mobile payment journey. At 5 a.m. Beijing time on February 18, 2016, the ApplePay service was officially launched in China. It was accompanied by a large wave of silver contacts with allies. The outside world unanimously focused on ApplePay's rivals in the domestic market, Weixin Pay and Alipay. Whether Apple is a "strong dragon" and whether it can defeat the two "local leaders" of WeChat and Ali have become the hottest topics. But just as this topic was pushed to the headlines, the first embarrassment of ApplePay's localization journey appeared."A large number of users reported that they could not bind to their bank cards." The more common explanation was that "a large number of concurrent network requests caused server congestion, making it impossible to process user binding operations in a timely manner." If "user binding failure" is just a minor episode of ApplePay's entry into China, then in the future, Apple and its friends will have more embarrassment and questions that need to be faced and answered. The dependence on charging terminals is too strong. UnionPay is considered to be the biggest beneficiary of interests behind the promotion of ApplePay in the domestic market, but on the other hand, UnionPay is also the link that needs the most attention. The problem lies in the charging terminal-all ApplePay payments, whether online or offline, need to use a UnionPay flash payment POS machine. This will lead to a phenomenon that is unfavorable to UnionPay and Apple, because not all payment scenarios will appear flash payment POS machines. Obviously, it is unrealistic for banks to equip all transaction entities with flash payment terminals. The rates generated during the flash payment process are not willing or acceptable to all recipients. You can use flash payment in shopping malls and supermarkets, but you can't imagine buying 15 yuan a catty of pork belly at a vendor's stall in a vegetable market. They also have to deduct a small portion of the collection fee from the gross profit of 15 yuan. In contrast, WeChat and Alipay do not have such problems in this regard. Moreover, based on the large number of linked services promoted by the two companies, you can now see the corresponding QR code payment cards in some community food markets and restaurants. In other words, as long as both parties are users of the mobile payment platform, payment and collection behaviors can be quickly completed. We summarize this difference as the contradiction between hard payment and soft payment. Hard payment corresponds to UnionPay flash payment, which is ApplePay, while soft payment corresponds to mobile payment platforms represented by WeChat and Alipay. The prospects of ApplePay with limited coverage depend on the number of users it has, but if we dig deeper into this number step by step, it may not be very optimistic. According to the latest data released by KantarWorldPennel, iOS's market share in China is 27.1%, while its rival Android's market share is as high as 71.4%. If you filter this data again, considering that only mobile devices above iPhone 6 support ApplePay, the number of users who can truly follow Apple's mobile payments is shrinking sharply. Regarding valid users of ApplePay, well-known media person Wei Wuhui put forward an interesting point,"I have also seen people who use iPhones but don't have their own Apple ID at all." In fact, I have personally encountered such users. Some retail stores have cultivated the habit of using "XX Assistant" and use abnormal channels such as developer rights to obtain mobile application packages. However, these people have no way to become ApplePay users. In addition to the above factors, factors that can affect the actual user size of ApplePay include economic development level, consumer culture, etc. If these factors are taken into account, the majority of remaining users should be concentrated in first-tier cities. Note that it is part of Apple's iPhone users among smartphone users in first-tier cities, and this problem will not appear on WeChat and Alipay. Uncertain dividends and lack of social attributes The reason why Internet services can be accepted is that free is an important factor. In addition to free, there are also varying degrees of discounts and even free bonuses. I once had this experience. In the early days of the promotion of Didi Taxi, since the subsidy was basically equal to the starting price, I would not hesitate to take a taxi when going to the vegetable market and supermarket. This phenomenon is also true to today's ApplePay. This is true, and it will definitely use it if you pay dividends. Today, commercial banks will also provide corresponding point discounts, discounts and exemptions when promoting ApplePay. However, the problem is that this disguised subsidy is on the one hand, it is relatively small, and on the other hand, it is the continuity of the subsidy. The conclusion is quite intuitive and clear. Whoever pays the most dividends and who provides the most subsidies will naturally favor them. If you don't consider paying dividends, Apple's lack of social attributes may be the next challenge. This problem is easy to understand. Both WeChat and Alipay can send and receive red envelopes. The red envelopes sent and received are potential factors that induce consumption, stimulating consumers to use Weixin Pay and Alipay to consume. However, ApplePay does not have this function, which has inherent shortcomings in this regard. Risk, risk, or risk ApplePay has one natural advantage: the payment process is simple and supports offline payments, but these two advantages are based on the premise of secret-free payments. Consumers not only like free, but are also sensitive to privacy, especially when it comes to payment behaviors involving financial data. In this case, passwords have become an inseparable topic. The question in front of me is, if I use ApplePay and also activate secret-free payment, what should I do if I lose my mobile phone or watch? Regarding possible risks, Apple provides the Find iPhone function to erase bank information in ApplePay. Although this function is a guarantee for the safety of users 'property, if the mobile phone or watch is lost in a short period of time, someone uses IMEI code cloning and other means to crack the lock screen password, which is equivalent to losing a credit card without a password on the street. Since secret-free payment is not 100% secure, we can simply verify the password directly. However, if you choose to use ApplePay in this way, it is not much different from Weixin Pay and Alipay in terms of convenience.