Apple Pay Statistics 2025: Merchant Acceptance, Security Features, and Emerging Developments

In 2014, Apple Pay entered the payment landscape, changing how consumers interact with their wallets. With a single tap, it promises a more secure, seamless, and convenient payment experience. Over the years, Apple Pay has transformed into one of the most popular mobile payment systems globally, bridging users and merchants in a cashless economy. As 2025 unfolds, this article explores the latest Apple Pay statistics, highlighting its growth trajectory, adoption trends, and market dynamics.

Editor’s Choice: Key Apple Pay Milestones

Launch Year: Apple Pay debuted in October 2014, initially in the United States, with partnerships with major banks like Wells Fargo, Chase, and Citibank.
Global Reach: As of 2024, Apple Pay operates in over 70 countries, enabling millions of users to pay seamlessly worldwide.
Transaction Volume Growth: By 2023, Apple Pay surpassed $6 trillion in annual transactions, reflecting its dominant position in digital wallets.
User Base Expansion: Apple Pay boasts over 500 million active users globally, marking a steady increase of 25% year-over-year since 2022.
E-commerce Integration: In the US, 44% of online purchases were made through mobile wallets in 2023, with Apple Pay holding the largest share.
POS Adoption: Around 90% of US retailers accept Apple Pay at their point-of-sale terminals, emphasizing its extensive merchant support.
Security Innovations: Apple Pay’s integration of biometric authentication and tokenization sets it apart as a pioneer in payment security.

Global Growth of Apple Pay Users

2016: Apple Pay had 67 million users globally. This marked the early adoption phase of the service just two years after its launch.
2017: The user base more than doubled to 137 million. This rapid growth reflected increasing consumer trust in mobile payments.
2018: Apple Pay reached 292 million users. The service saw strong global expansion, especially in developed markets.
2019: Users jumped to 441 million worldwide. This surge was driven by more banks and retailers supporting the platform.
2020: The platform crossed 500 million users, reaching 507 million. The COVID-19 pandemic accelerated the demand for contactless payments.
2021: An estimated 553 million people used Apple Pay. Growth continued steadily as Apple Pay expanded into new regions.
2022: User count was projected at 584 million. Continued smartphone penetration and digital wallet adoption fueled the increase.
2023: Apple Pay was expected to have 617 million users. This reflected the growing trend toward mobile-first financial habits.
2024: The user base is projected to hit 638 million. Market confidence in Apple Pay’s security and ease of use supports this growth.
2025: Estimated users will rise to 659 million. Wider merchant acceptance and integration with other Apple services aid adoption.
2026: Projections show 681 million users globally. Apple Pay continues to benefit from broader fintech ecosystem developments.
2027: The platform is expected to reach 705 million users. This milestone reflects Apple Pay’s position as a dominant force in digital payments.

User Adoption and Demographics

Understanding who uses Apple Pay provides insights into its adoption success.

Age Demographics: 70% of users fall between 18 and 34 years old, making it a preferred payment method among millennials and Gen Z.
Gender Usage: Adoption is slightly skewed, with 55% of users being male compared to 45% female users globally.
Income Group Preference: Households earning above $100,000 annually are more likely to use Apple Pay, accounting for 62% of users.
Digital Wallet Penetration: In the US, over 85% of iPhone users have set up Apple Pay, showcasing its growing integration with Apple devices.
Daily Usage: Around 30% of active users use Apple Pay daily, and 60% use it at least once a week.
Geographic Trends: The highest adoption rates are in North America (45%) and Europe (35%), with Asia-Pacific regions catching up rapidly.
Merchant Type Popularity: Grocery stores, coffee shops, and transportation services are among the top categories where Apple Pay is most frequently used.

Market Share and Competitive Analysis

Apple Pay dominates the digital wallet ecosystem but faces increasing competition.

Market Leadership: Apple Pay held a 45% share in the US mobile payment market in 2023, maintaining its lead over competitors like Google Pay and Samsung Pay.
Competitor Comparison: While Apple Pay leads in the US, Google Pay dominates in India and other Android-heavy markets.
Cross-Device Integration: Apple Pay’s ecosystem, spanning iPhones, Apple Watches, and iPads, creates a seamless experience unmatched by competitors.
Ecosystem Lock-In: 76% of users cite Apple’s ecosystem as a key reason for using Apple Pay, ensuring loyalty among iOS users.

Global Transactions: In 2023, Apple Pay accounted for 35% of global mobile wallet transactions, reflecting its increasing international footprint.
Merchant Partnerships: Apple Pay collaborates with over 10 million merchants worldwide, outpacing most other mobile wallets.
Future Threats: Emerging technologies like Buy Now, Pay Later (BNPL) and blockchain wallets could challenge Apple Pay’s dominance in specific demographics.

Revenue and Transaction Volume

Apple Pay’s financial performance highlights its pivotal role in the payment ecosystem.

Annual Transaction Volume: In 2023, Apple Pay processed over $6 trillion in transactions, reflecting a 25% year-over-year growth.
Revenue Contribution: Apple Pay generated $8 billion in revenue for Apple in 2023, accounting for 3% of Apple’s total revenue.
Per-Transaction Fee: Apple collects a 0.15% fee for every credit card transaction processed through Apple Pay, contributing significantly to its revenue model.
In-App Purchases: Transactions from in-app purchases made via Apple Pay grew by 30% in 2023, underscoring its popularity among digital-first businesses.
E-commerce Market Share: Apple Pay accounted for 12% of global e-commerce sales in 2023, up from 9% in 2022.
Average Transaction Size: The average transaction size on Apple Pay reached $27.50, a notable increase from $24.10 in 2022.
Recurring Transactions: Subscription services like streaming platforms and fitness apps reported a 40% adoption rate for Apple Pay as the preferred payment method.

In-Store Purchases Using Apple Pay by Generation

Bridge Millennials lead in Apple Pay usage for in-store purchases, with 53.3% adoption.
Millennials follow closely, with 51.0% of them using Apple Pay in physical stores.
Baby Boomers show the lowest usage, with only 43.9% making in-store purchases via Apple Pay.

Merchant Acceptance and Partnerships

Apple Pay’s growth is closely tied to its widespread acceptance and strategic partnerships.

Global Merchant Base: Over 10 million merchants worldwide now accept Apple Pay, including 90% of US retailers.
Partnerships with Banks: Apple Pay is supported by 5,000+ banking institutions, ensuring wide accessibility for consumers.

Expanding Financial Accessibility Through Apple Pay

E-commerce Integration: Platforms like Shopify, BigCommerce, and WooCommerce offer seamless Apple Pay integration, driving adoption among online retailers.
Retail Giants on Board: Brands like Walmart, Target, and Starbucks have integrated Apple Pay, expanding its reach among everyday consumers.
Transport Networks: Apple Pay is integrated with 40+ major transit systems globally, including New York’s MTA and London’s TfL.
Small Business Adoption: 70% of small businesses in the US now accept Apple Pay, thanks to accessible POS system integrations like Square and Clover.
Charity Support: Apple Pay enables donations to 200+ charitable organizations, including the Red Cross and UNICEF, driving philanthropic contributions.

Apple Card: On Cards, Wallets, and Savings

The Apple Card, launched in 2019, has become an essential part of the Apple Pay ecosystem.

Active Users: The Apple Card reached 15 million users by the end of 2023, marking a 25% increase from 2022.
Daily Cash Rewards: Users earned over $2 billion in cashback rewards in 2023, with 2% cashback for Apple Pay purchases and 3% for purchases with select merchants.
High Approval Rates: The Apple Card boasts a 55% approval rate, higher than many traditional credit cards.
Savings Accounts: Apple’s Savings Account, launched in 2023, attracted $10 billion in deposits within six months, offering 4.15% APY.
Interest-Free Financing: The Apple Card’s 0% financing on Apple products contributed to a 40% increase in hardware purchases made through Apple.
Integration with Wallet: 95% of Apple Card users link it directly to their Apple Pay account, promoting seamless financial management.
Credit Score Improvements: Users report an average credit score increase of 20 points after using the Apple Card responsibly for a year.

Apple Wallet vs. Google Wallet: US User Forecast (2024–2028)

In 2024, Apple Wallet is projected to have 79.3 million users in the US, compared to 48.6 million for Google Wallet.
By 2025, Apple Wallet will have 83.5 million users—63.8% more than Google Wallet’s 50.9 million users.
The gap continues to widen, with Apple Wallet reaching 87.5M (2026), 91.3M (2027), and 95.0M (2028).
Meanwhile, Google Wallet grows steadily but more slowly: 53.1M (2026), 55.1M (2027), and 57.0M (2028).

This trend shows Apple Wallet’s dominant lead in US digital wallet adoption through 2028.

Apple Wallet vs. Google Wallet US User Forecast (2024–2028) — *Reference: eMarketer)*

Apple Pay Later: Apple’s Foray into BNPL

Apple Pay entered the Buy Now, Pay Later (BNPL) space in 2023, competing with platforms like Klarna and Afterpay.

BNPL User Base: Over 2 million users signed up for Apple Pay Later within its first six months.
Transaction Volume: Apple Pay Later facilitated $1.2 billion in BNPL transactions in 2023, capturing 5% of the US BNPL market.
Average Loan Size: The average BNPL loan through Apple Pay Later is $150, used primarily for electronics and apparel purchases.
Interest-Free Terms: Apple Pay Later offers six-week interest-free payment plans, distinguishing it from competitors.
Retailer Partnerships: Brands like Nike, Sephora, and Best Buy integrated Apple Pay Later as a checkout option.
Consumer Feedback: 80% of users reported high satisfaction with Apple Pay Later’s transparent terms and seamless integration.
Demographic Trends: The largest user base includes millennials and Gen Z, making up 65% of Apple Pay Later’s clientele.

Global Adoption and Usage

Apple Pay has established a significant presence across the globe, continually expanding its user base and geographic reach.

Countries Supported: Apple Pay is available in over 70 countries, including recent expansions into Colombia and Bahrain in 2023.
Top Regions by Usage: North America leads with 45% of Apple Pay transactions, followed by Europe at 30% and Asia-Pacific at 20%.
Emerging Markets: Apple Pay adoption in India and Brazil increased by 35% in 2023 due to local partnerships with major banks.
Cross-Border Payments: Apple Pay supports seamless cross-border transactions in 50+ currencies, making it ideal for international travelers.
Adoption in the EU: In France, 60% of iPhone users actively use Apple Pay, compared to 40% in Germany.
Mobile Wallet Rankings: Apple Pay ranks as the #1 digital wallet in 25 countries, including the United States, the UK, and Japan.
Transit Integration: Countries like China and Singapore report that 80% of transit payments are made via Apple Pay.

Apple Pay's Growing Adoption in Transit Systems Globally

Apple Pay Usage: Online and POS Adoption

Apple Pay continues to thrive in both online and in-store environments.

Online Transactions: 45% of Apple Pay transactions in 2023 were online purchases, particularly in e-commerce and app stores.
POS Transactions: In the US, 85% of retail POS systems are compatible with Apple Pay, ensuring widespread accessibility.
Average Checkout Time: Apple Pay reduces checkout times by 50% compared to traditional card payments.
Recurring Payments: 25% of Apple Pay users use the service for recurring payments like subscriptions and utility bills.
Tap-and-Go Trend: In Australia, 90% of in-store Apple Pay transactions occur via tap-and-go NFC terminals.
Popular Online Merchants: Major platforms like Amazon, Etsy, and eBay report a 20% increase in checkout completion rates when using Apple Pay.
Restaurant Usage: Over 60% of fast-food chains globally now accept Apple Pay, simplifying contactless payments.

Security and Technology

Apple Pay prioritizes advanced security features, setting industry standards in mobile payments.

Tokenization: Apple Pay uses dynamic security tokens to ensure that card numbers are never shared with merchants.
Biometric Authentication: Face ID and Touch ID provide an extra layer of security, used in 99% of transactions.
Fraud Protection: Fraud rates for Apple Pay are 0.01%, significantly lower than traditional credit card transactions.
Device Safety: Lost iPhones can be deactivated remotely, ensuring that Apple Pay accounts remain secure.
Two-Factor Authentication: Apple mandates 2FA to set up Apple Pay, enhancing user account protection.
PCI DSS Compliance: Apple Pay complies with Payment Card Industry Data Security Standards, ensuring secure data handling.
Encrypted Transactions: Every Apple Pay transaction is encrypted, providing end-to-end data security.

Benefits of Accepting Apple Pay

Merchants who accept Apple Pay enjoy a range of advantages, from increased sales to customer satisfaction.

Faster Checkout: Apple Pay speeds up checkout processes, reducing customer wait times by 30%.
Increased Sales: Businesses that accept Apple Pay report a 15% increase in sales, driven by convenience.
Higher Cart Conversion Rates: Online merchants see an 18% improvement in cart conversion when Apple Pay is enabled.
Global Acceptance: Merchants gain access to Apple Pay’s 500 million user base, ensuring wider reach.
Customer Satisfaction: 80% of customers rate their Apple Pay experience as highly satisfying, making it a preferred choice.

Customer Satisfaction Drives Apple Pay's Preference

Contactless Payments: Apple Pay’s emphasis on contactless solutions appeals to post-pandemic consumer preferences.
Improved Security: Merchants benefit from reduced fraud liability due to Apple Pay’s robust security features.

Recent Developments

Apple Pay has seen notable advancements in 2023 and 2024, reinforcing its competitive edge.

Integration with BNPL: The introduction of Apple Pay Later in 2023 added flexible payment options to the ecosystem.
Enhanced Savings: Apple’s Savings Account offering 4.15% APY gained traction with over $10 billion in deposits.
Transit Expansion: Apple Pay integrated with 10 new transit systems, including Rome’s ATAC and Hong Kong’s MTR.
Improved Accessibility: Apple Pay introduced voice-activated payment features for visually impaired users in 2023.
E-commerce Growth: Partnerships with platforms like Shopify enabled faster adoption among small businesses.
Increased Focus on SMEs: Apple introduced tailored payment solutions for small-to-medium enterprises, increasing adoption by 25% in this segment.
AI-Driven Fraud Detection: Apple Pay’s new AI-based fraud prevention system was launched in 2023, reducing suspicious activities by 35%.

Future Trends and Predictions

Looking ahead, Apple Pay’s growth trajectory remains promising, driven by innovation and global expansion.

Voice Payment Technology: Experts predict that voice-activated payments will drive 15% of Apple Pay transactions by 2026.
Global Expansion: Apple Pay aims to launch in 10 additional countries by 2025, focusing on Africa and South America.
Crypto Integration: Speculation surrounds Apple Pay’s possible integration with cryptocurrencies in 2024.
IoT Payments: The rise of smart appliances could lead to 25% of payments being initiated through IoT devices by 2027.
Sustainability Initiatives: Apple Pay plans to reduce its carbon footprint by promoting paperless transactions and digital receipts.
Dynamic Rewards: Apple is rumored to be introducing customizable cashback rewards to rival traditional credit cards.
AI Personalization: AI algorithms may soon provide personalized payment suggestions based on user behavior.

Conclusion

Apple Pay’s journey from a novel payment method to a global leader in mobile transactions highlights its innovative approach and customer-centric focus. With continuous advancements in technology, security, and global reach, Apple Pay is set to remain a cornerstone of digital payments for years to come. As businesses and consumers alike increasingly adopt mobile-first solutions, Apple Pay’s integration across devices, markets, and payment categories positions it as a critical player in shaping the future of commerce.

Sources

Barry Elad is a dedicated tech and finance enthusiast, passionate about making technology and fintech concepts accessible to everyone. He specializes in collecting key statistics and breaking down complex information, focusing on the benefits that software and financial tools bring to everyday life. Figuring out how software works and sharing its value with users is his favorite pastime. When he's not analyzing apps or programs, Barry enjoys creating healthy recipes, practicing yoga, meditating, and spending time in nature with his child. His mission is to simplify finance and tech insights to help people make informed decisions.