Technology

Apple Puts Fingerprint on Nonprofit Space With Apple Pay Changes

The iPhone maker is working with two dozen charities to launch instant payments that take advantage of Apple Pay’s fingerprint-driven payment strategy.

More than two years ago, Apple Pay helped revolutionize the mobile-payments space by making it easier than ever to transfer money securely, without the use of a payment card.

Now, the world of nonprofits is going to get a chance to take advantage of the platform. On Monday, Apple announced that its payment platform, available on recent iPhones, iPads, Apple Watches, and Mac platforms, would be opened up to 24 different nonprofits, many with global reach.

UNICEF, Feeding America, and the American Heart Association are just a few of the nonprofits set to benefit from the new platform, which is made possible by recent changes that allow Apple Pay to be used by individual websites, beyond just apps.

In a news release, Jennifer Bailey, vice president of Apple Pay, noted that the platform’s simplicity is beneficial for consumers because it makes online payments simpler and less cumbersome.

“We’re making it incredibly easy to give back with Apple Pay,” Bailey said. “Websites and apps tell us they see twice as many people actually completing a purchase with Apple Pay than with other payment methods. We think offering such a simple and secure way to support the incredible work nonprofits do will have a significant impact on the communities they serve.”

The effort comes at a time when Apple Pay is making serious inroads in the retail market. While it’s not everywhere yet (just 12 countries have it at this juncture, three of which were just added in September), it’s used far more often than similar alternatives.

According to TechCrunch, Apple claims that more than 90 percent of all contactless transactions in the United States take place with Apple Pay. And the firm is even expanding to places like train stations in Japan.

This approach will give Apple an inside track as mobile payments become more common— Gartner anticipates that by 2018, 50 percent of consumers will make mobile payments using smartphones or wearables in mature markets.

(iStock/Thinkstock)

Ernie Smith

By Ernie Smith

Ernie Smith is the social media journalist for Associations Now, a former newspaper guy, and a man who is dangerous when armed with a good pun. MORE

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