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But they aren't collecting 30% from Apple Pay. I assume they only collect juicy data and maybe even charge CC companies for making the service available?

Would love an informed reply, sorry for Google Laziness as I'm outdoors

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Apple doesn't charge businesses to use Apple Pay. They do charge the CC companies a fee of 0.15%. This fee might be passed on to the merchant, but I'm not sure if credit card processing fees have actually increased since Apple Pay's introduction. It's been a while since I had any involvement in that world.

https://www.checkout.com/blog/apple-pay-for-business

Thanks for your reply & perspective!

Apple's ad business is fairly limited in scope (I think they only sell ads in the App Store and the News app) so user data is not as valuable for them as it is for Google and Facebook.

They definitely do make some money off Apple Pay transactions via interchange, but it's probably something like 0.1 to 0.3%.

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