CASE STUDY TEMPLATE:
Case Title
LaByron Cooper
Louisiana State University Shreveport
Running head: CASE STUDY TEMPLATE 1
Background
With the world on a verge of change, the best way to keep up with it is by becoming a part
of it. Payment methods for purchasing products have existed long before us and will exist long
after us. On the day of September 9th, 2014, in Cupertino, CA, Tim Cook, chief executive officer
of Apple, announced, what at that moment could have been the biggest break in history’s change,
the launch of Apple Pay. The primary focus of his goal is to replace wallets and by doing so, he
knew that first he must start with payment methods. Payments alone is an enormous business, and
with help from Internet Software and Services, Tim Cook planned to transform the payments
industry, entirely, including mobile purchasing as well. Though it would be a large and difficult
task, because of the cumbersome process, he sought out for change. On October 20th, 2014, the
next month after the launch, U.S. consumers were able to start purchasing with Apple Pay, but
only at this point could they iPhone 6’s and iPhone 6 plus’. During the launch, all three major
payment networks (MasterCard, Visa, and American Express) along with several retail outlets in
the U.S. accepted Apple Pay, while over 500 banks signed-on to bring Apple Pay to their
customers. By 2015, Apple Pay was accepted in over 650,000 retail locations including Coca-Cola
vending machines. Although a large amount of consumers within the six months of launch was
accepted, by a good 700,00 retail locations, was considered impressive, it still accounted for less
than 10% of the 7 to 9 million retail corporations in the U.S. Reflecting on challenges as such, the
only question to surface is, What should Apple do to continue the hype and the use of Apple Pay?
