App Integration - Apple Pay

Apple Pay, the seamless way to pay though an iPhone or iPad launched earlier this week.  Once set up, shoppers can use it to pay for things in-store with contactless payment terminals, and also through a set of 14 launch partner apps - shown below,

with more coming soon, including Starbucks, airbnb, Eventbrite, and Ticketmaster.

While the reviews say that payment in apps is not perfect yet - you can't add multiple things to a basket in some, for example, this is one area where the integration of one app into another (making apps less self-contained, and more linked, like the web) should really take off.

This is a screen grab of what it looks like within the Groupon app - just pay with one tap through Apple Pay:

& here's another - OpenTable and Apple Pay: