Apple Pay was launched in France on July 19th, allowing contactless payments using supported bank cards and mobile devices. An analysis of nearly 2,000 online conversations about Apple Pay revealed the following: 1) Early adopters of Apple Pay are young (84% under 34) and predominantly male (95%) iPhone owners enthusiastic about new technology. 2) While receiving positive initial feedback for its convenience, flexibility, and security, Apple Pay has low awareness among the general population. 3) Users are transforming into information resources for retailers and customers, educating them about contactless payment capabilities. However, some banks have faced criticism for not supporting Apple Pay.