Since going operational last week, Apple Pay has been greeted enthusiastically by iPhone 6 users, participating retailers, and banks. Highlighting this fact, Wells Fargo yesterday began a new promotion offering customers a $20 credit the first time they try out Apple Pay.
But not everyone out there is feeling the Apple Pay love. Over the past few days, both Rite Aid and CVS have taken proactive steps to disable support or Apple Pay at all of their nationwide store locations. The reason is because both nationwide pharmacy chains belong to a consortium of retailers called the Merchant Customer Exchange (MCX). MCX in early 2015 will be releasing a competing mobile payment platform called CurrentC. The rub here is that retailers that support CurrentC are not allowed to support any other type of mobile payment platform. In short, this is nothing more than anti-competitive behavior that does nothing to benefit consumers and only serves to benefit retail companies.
In the wake of all the recent Apple Pay controversy, Apple on Monday issued a somewhat tepid statement on the matter to Business Insider.
The feedback we are getting from customers and retailers about Apple Pay is overwhelmingly positive and enthusiastic. We are working to get as many merchants as possible to support this convenient, secure and private payment option for consumers. Many retailers have already seen the benefits and are delighting their customers at over 220,000 locations.
Nothing too revealing, but with so much vitriol already being directed at retailers supporting CurrentC, it's not like Apple really needs to go on a PR offensive at the moment anyhow.