Apple has joined the thriving “buy now, pay later” business with a personalized service called Apple Pay Later.
The service was announced earlier this week at Apple’s Worldwide Developers Conference 2022 and will initially launch in the United States later this year.
Pay Later will be integrated into the Apple Wallet or Wallet app and can be used for any purchase made through Apple Pay.
Users will be able to divide the cost of a purchase into four equal payments, without interest or commissions, distributed over a period of four months.
However, Apple will first run a soft credit check on users who want to use the service.
The tech giant claims it has designed the feature with the “financial health of users” in mind.
Apple is likely trying to solidify its position in the world of consumer finance and increase its profitability.
And consumers need to be aware of the risks of using this new service.
With the launch of Pay Later, Apple will compete with other similar financial technology companies, including PayPal, Block, Klarna and AfterPay, some of which saw their share price fall after the announcement of the new service.
Apple has in its favor its huge market, brand power and ability to attract millions of people to its products and services.
And with its focus on the customer experience, Apple has managed to foster a community of die-hard fans. There is no doubt that the company is one of the favorite brands of consumers.
Apple has also established an ever-growing ecosystem where users are encouraged to access Apple products and services as much as possible, for example by making payments through their iPhone instead of a bank card.
The tech giant offers ways to integrate previously separate computing capabilities into a phone or wristwatch, while keeping its sights on the consumer experience.
Pay Later further enhances this customer-centric experience. It’s one more way users can integrate all the tools they need within a single ecosystem.
Apple can make financial gains through Pay Later.
iPhone-based payment services are accepted by 85% of US retailers.
And a 2021 survey found that around 26% of online shoppers in Australia, for example, used “buy now, pay later” services.
As Apple customers increasingly start using the Pay Later service, the giant will benefit from merchant fees, payments that retailers make to Apple in exchange for being able to offer customers Apple Pay.
The company will also gain valuable insights into consumers’ buying behaviors, allowing it to predict their future preferences and spending.
To offer a “buy now, pay later” service, Apple has joined forces with Goldman Sachs, which will finance the loans.
This relationship has been in place since 2019. Goldman Sachs has acted as a partner for Apple’s credit card (although Pay Later is not linked to that card).
It is a strategic partnership that has helped Apple gain a strong foothold in the world of consumer finance.
The reality is that the world of unregulated finance, which includes buy now, pay later, does not bode well for all consumers.
Younger demographics (such as Gen Z and Millennials) and low-income households may be more vulnerable to the risks associated with using these services and end up accumulating debt as a result.
Purchases through “buy now, pay later” schemes can be driven by the desire to own the latest gadgets and luxury items, fueled by clever marketing campaigns.
Such schemes can habituate consumers to making purchases without feeling the pain of parting with cash.
From the perspective of consumer psychology, these services promote immediate gratification and engage young people in the routine of consumption.
In other words, they may continually spend more money on purchases than they really could.
On the other hand, if a consumer does not pay a Pay Later fee, this will negatively affect their credit rating, which can have adverse results when applying for traditional loans or credit cards.
The focus on consumer behavior can also trigger the so-called “ownership effect.” The term refers to the fact that people can become attached to their purchases and are unlikely to return them, even if they cannot pay for them.
Technology-based, consumer-focused marketing gives Apple an edge over other “buy now, pay later” schemes.
The company ensures that the new service was designed with the financial health of consumers in mind.
But as is the case with any of these services, consumers need to be aware of the risks and handle them carefully.
*This article was originally published on The Conversation. You can read the original version here.
Rajat Roy is Associate Professor at the Bond School of Business at Bond University in Australia.
Now you can receive notifications from BBC World. Download the new version of our app and activate it so you don’t miss out on our best content.
