The document discusses Apple Pay and its value proposition. It outlines consumers' needs to purchase goods easily and protect their finances, and the pains they face with existing payment methods like lost or stolen wallets. Apple Pay addresses these needs by allowing contactless payments from iOS devices through NFC, tokenizing credit card numbers for security, and integrating with Passbook and Touch ID for privacy and convenience.

1. Apple Pay:
!
An Obvious Value Proposition
C O D I F I E D N EWS

2. On September 09, 2014
at Apple’s Live Special Event,
Tim Cook announced Apple’s vision
to replace…

3. …the wallet.

4. Paying for stuff can often
be a real pain…

5. youtu.be/u4I46vHLtcQ

6. Apple Pay
Consumers
need to…
Purchase Goods
Protect
Finances

7. Apple Pay
Purchase Goods
Carrying cash,
cards, and
wallets
Theft & Fraud
Photo ID
required
Cards don’t
read properly
Credit/debit
cards are
insecure Losing your
wallet, cards,
and cash
Protect
Finances
The experience isn’t
always positive though…

8. Apple Pay
Purchase Goods
Carrying cash,
cards, and
wallets
Theft & Fraud
Photo ID
required
Cards don’t
read properly
Credit/debit
cards are
insecure Losing your
wallet, cards,
and cash
Protect
Finances
Never carry a
wallet, cards, or
cash again
Fast checkout
at retail stores
Never have to
cancel a card
ever again
Transaction
data is kept
private
Shop anywhere
And they really
wish for…

9. Apple Pay
Purchase Goods
Carrying cash,
cards, and
wallets
Theft & Fraud
Photo ID
required
Cards don’t
read properly
Credit/debit
cards are
insecure Losing your
wallet, cards,
and cash
Protect
Finances
Never carry a
wallet, cards, or
cash again
Fast checkout
at retail stores
Never have to
cancel a card
ever again
Transaction
data is kept
private
Shop anywhere
What could Apple
design to address these
jobs, pains, and gains?

10. “We've placed a lot of
energy into creating
an entirely new
payments solution.”
– Tim Cook

11. Introducing…

12. Pay

13. youtu.be/efyMDz-7X3o

14. Apple Pay
Purchase Goods
Carrying cash,
cards, and
wallets
Theft & Fraud
Photo ID
required
Cards don’t
read properly
Credit/debit
cards are
insecure Losing your
wallet, cards,
and cash
Protect
Finances
Never carry a
wallet, cards, or
cash again
Fast checkout
at retail stores
Never have to
cancel a card
ever again
Transaction
data is kept
private
Shop anywhere
Apple could leverage its
existing technology to
make the experience…

15. Apple Pay
Purchase Goods
Carrying cash,
cards, and
wallets
Theft & Fraud
NFC Antenna
Photo ID
required
Cards don’t
read properly
Credit/debit
cards are
insecure Losing your
wallet, cards,
and cash
Protect
Finances
Never carry a
wallet, cards, or
cash again
Fast checkout
at retail stores
Never have to
cancel a card
ever again
Transaction
data is kept
private
Shop anywhere
…faster and
more accessible!
One tap
checkout
220K merchants
and growing

16. Apple Pay
Purchase Goods
Carrying cash,
cards, and
wallets
Theft & Fraud
Passbook App
Photo ID
required
Cards don’t
read properly
Credit/debit
cards are
insecure Losing your
wallet, cards,
and cash
Protect
Finances
Never carry a
wallet, cards, or
cash again
Fast checkout
at retail stores
Never have to
cancel a card
ever again
Transaction
data is kept
private
Shop anywhere
One tap
checkout
220K merchants
and growing
Store and
manage cards
digitally
NFC Antenna
…more convenient!

17. Apple Pay
Completely
private
transactions
NFC Antenna
Touch ID
Purchase Goods
Carrying cash,
cards, and
wallets
Theft & Fraud
Credit/debit
card
tokenization
Fingerprint ID
Dynamic
transaction
security codes
Photo ID
required
Cards don’t
read properly
Credit/debit
cards are
insecure Losing your
wallet, cards,
and cash
Protect
Finances
Never carry a
wallet, cards, or
cash again
Fast checkout
at retail stores
Never have to
cancel a card
ever again
Transaction
data is kept
private
Shop anywhere
One tap
checkout
220K merchants
and growing
Store and
manage cards
digitally
Passbook App
…completely private
and protected!

18. Apple Pay
Completely
private
transactions
NFC Antenna
Touch ID
Purchase Goods
Carrying cash,
cards, and
wallets
Theft & Fraud
Credit/debit
card
tokenization
Fingerprint ID
Dynamic
transaction
security codes
Photo ID
required
Cards don’t
read properly
Credit/debit
cards are
insecure Losing your
wallet, cards,
and cash
Protect
Finances
Never carry a
wallet, cards, or
cash again
Fast checkout
at retail stores
Never have to
cancel a card
ever again
Suspend
payments on
device
Transaction
data is kept
private
Shop anywhere
One tap
checkout
220K merchants
and growing
Store and
manage cards
digitally
Passbook App
Find My iPhone
…nearly bullet-proof!

19. Pay
Combines seamlessly integrated
hardware, software, and services in a
way only Apple can.

20. Coming in Part 2:
“How Apple Pay’s uncopyable
business model delivers what
nobody else could”
C O D I F I E D N EWS

21. Author: Benson Garner
Content Direction: Alexander Osterwalder
Design: Federico Galindo
Art Direction: Alan Smith
Additional Input: Alan Smith, Nabila Amarsy
C O D I F I E D N EWS

22. B Y
C O D I F I E D N EWS