Barely hatched and condemned as the Anti-Apple Pay, CurrentC could improve shopping experiences in the microcosm of a retailer’s brand in ways that Apple Pay’s brand macrocosm can’t. It’s premature to burn CurrentC at the Apple heresy stake.
My grocery added an extra tap for their CC/loyalty card at checkout - tap once for points, then again for NFC payment - and it so infuriated me that I changed grocers until they changed it back to a single tap.
It cannot be overstated how important reducing payment friction is to a buying experience.