POP, POP, POP...point-of-purchase. For ApplePay to ignite, why not take a page from the book written by the Card networks years ago? Any "early gadget adapter" iPhone 6 user who hasn't yet used ApplePay while shopping at an ApplePay-accepting merchant, simply didn't know they could. American Express and Discover's biggest competitive obstacle has always been Visa (and less so MasterCard) beating the drum "...and they don't take American Express". So AXP and DFS has invested tens of millions of dollars for POP awareness - storefront decals, checkout signs, restaurant check presenters (with the Amex logo right on the cover), metal signs at gas stations and diners (in the old days), etc. Their cardmembers needed to be reminded at the point-of-purchase that using their AXP or DFS plastic cards are welcomed (you can argue this is still the case today). In fact, the merchant contracts required it and if acceptance was suppressed either actively (refusing to accept the card when presented) or passively (not displaying point-of-purchase collateral), the contracts were canceled. If consumers are going to adapt to using their mobile devices as their new payment form factor, then they need to be reminded every time they can use it. Sure the convenience, "cool-ness", loyalty, linked-offers, etc. are necessary to create value, but utility is paramount and consumers need to be "trained". So whether in-store, in-app or online, the prominent display of acceptance needs to be made to ignite mobile payments. It's the most fundamental requirement for ignition in a chicken-and-egg ecosystem. I certainly haven't seen big welcoming signs at Whole Foods or McDonalds or Walgreens for ApplePay. Perhaps Apple should be investing some of those 15 bps they're getting from the issuers and invest in merchant POP displays (also helping drive incremental sales and strengthening their merchant value proposition).