The document discusses developing a product for Apple that would enhance the iMessage platform by integrating additional payment functionality through Apple Wallet, allowing users to send peer-to-peer payments between contacts within the Apple ecosystem. It identifies the target audience as consumers, self-employed professionals, and students who frequently use payment apps, and prioritizes problems such as having to set up accounts on multiple apps and pay high transaction fees. Potential solutions proposed include connecting iMessage to Apple Wallet and bank accounts to enable payments directly through the messaging platform.

1. Prompt: Develop a product for Apple?
1. Framing Product Motivation and Context to capture internal and external landscape (5mins)
Context:
 iMessage (are end to end encrypted) is a messaging service that is only tied to Apple products/ecosystem such as iPhone,
iPad etc where we can send short messages, audios, and videos. If iMessage is sent to any device which is not an iOS
device, it will be delivered as a SMS (not end to end encrypted)
 iMessage currently has many features apart from usual messaging service features such as connection to other apps for
using their features to be embedded while sending an iMessage (Starbucks card, access to Notes, Google Maps/Photos,
Location sharing etc).
 iMessage is similar to Whatsapp (E2E encryption) in a way, but Whatsapp have extra features such a audio/video calling,
group chat/group calling, but some of these capabilities are served by Facetime in apple products such as audio/video calling
 iMessage doesn’t have archive feature, search feature within a respective message
 Apple had a great ecosystem, and iMessage can be better embedded into its ecosystem
Product Motivation:
 Enable iMessage to connect with other iPhone/iPad/Apple Watch features
 Use iMessage to connect to Apple Wallet and enable P2P payment
 Use Apple wallet to split the bill among peers, friends etc (contacts within apple ecosystem)- similar to splitwise, and have this
feature embedded into Apple Wallet
 Use Pay by Bank (account to account payment) via Open Banking

2. Prompt: Develop a product for Apple?
2. Determining Target Audience by good segmentation and evaluation criteria (5mins)
For the scope of this product, we can divide the segment into:
1. Consumers ( iPhone/iPad users) using P2P payment apps such as Paypal, Venmo, Cashapp
2. Self-Employed Professionals using payment apps such as Paypal, Venmo, Cashapp
3. Students/Professionals purchasing study courses and paying via various payment options
Prioritization
Segments Frequency of
Payments
Value of payments Fees per transaction
matters
Consumers ( iPhone/iPad
users) using P2P
High High High
Self-Employed
Professionals
Medium High Medium
Students/Professionals Low High Medium

3. Prompt: Develop a product for Apple?
3. Identifying and prioritizing problems faced by the target audience (5mins)
Problems:
 Consumers need to set up an account on multiple apps sometimes in order to have all options availability in order to
pay
 Consumers need to share their personal data to so multiple apps, and not sure much about security standards of
those apps
 Consumers need to pay high transaction fees many a times if not using a service like UPI in India, Pix in Brazil, where
there is almost zero transaction fee
 Consumers need to use install apps on each device they are using to make payments (Laptop/Mobile/Web)

 Prioritization of the problem
 Consumers need to set up an account on multiple apps; hence one solution for payments would save time, and will be
convenient, and low cost using A2A (Pay by bank)
 Consumers need to use install apps on each device, and keep them updating all the time as they stop working
sometimes if not updated
 Open Banking technology and Apple Wallet high usage among iPhone users (roughly three in four of 130 million
iPhone users have activated Apple Pay)

4. Prompt: Develop a product for Apple?
Designing solutions by thoughtful consideration (5mins)
 Create a feature that would connect iMessage to Apple Wallet awhile using proper authentication, and allow payment from
Apple Wallet debit cards (already added ones)
 Create a feature that would connect iMessage to consumers bank account in the background, and will be able to send a
payment using customers bank account (fast payments)
 Create a feature in iMessage when you type “Pay”, it opens up a pop asking for who to pay and how much amount, where you
can add a contact from your iPhone etc, and pays through Apple Wallet