Overview
- Apple published a short, action‑style ad that uses a kung‑fu convenience‑store food fight to dramatize how Apple Pay speeds purchases and avoids digging for cards.
- Famed director Edgar Wright made the spot, which shows the protagonist pay quickly with iPhone while opponents fumble with wallets and fail to use his phone because Face ID blocks them.
- Apple’s product messaging in the ad explains the payment steps—double‑click the side button, glance for Face ID, then hold the iPhone near the reader—and frames on‑device authentication as more secure than physical cards.
- The UK’s Competition and Markets Authority has proposed rules to lower fees and give developers more ways to access the iPhone’s NFC chip so they can build alternative contactless payment apps.
- If regulators press ahead, consumers could see more contactless payment choices and lower costs in the UK, developers could offer new card‑tap apps, and the change could shape similar policy debates elsewhere.