Apple Pay: Marketing Case Study Analysis on Apple Pay On September 9, 2014, in front of a packed audience in Cupertino, CA, Tim Cook, the chief executive officer of Apple, announced the much anticipated launch of Apple Pay, “Our vision is to replace this [wallet] and we are going to start with payments.”1 He continued, “Payments are a huge business. Every day between credit and debit, we spend $12 billion in the U.S., and this business is comprised of over 200 million transactions a day.”2 Cook then invited Eddy Cue, Apple’s senior vice president of Internet Software and Services, to Read More …