Apple Pay Statistics 2025: Merchants vs. Users Data

Apple Pay has rapidly shifted from a novelty to a foundational payment platform for millions worldwide. In everyday life, it lets you tap your iPhone at a checkout or pay with one click in apps, and in financial services, it powers seamless wallet integration across Apple’s ecosystem. From retail chains adopting NFC terminals to fintechs partnering around digital wallets, its footprint is growing.

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• As of 2024, Apple Pay supports 11,000+ banks and network partners globally.
• In 2024, Apple Pay’s total transaction volume is estimated at $8,500 billion (i.e. $8.5 trillion).
• Global installed (active) Apple Pay users in 2024: 785 million.
• Projected U.S. Apple Pay users in 2025: 63.9 million, up ~6.1% year-over-year.
• Apple Pay’s share of in-store mobile wallet usage in the U.S.: ~54% in 2024.
• Apple Pay may capture 10% of all global card transactions by 2025.
• Since 2020, Apple Pay’s global user base has grown ~23% (CAGR ~4.23%).

Recent Developments

• In 2025, estimates project Apple Pay’s U.S. user base to be near 65.6 million, a jump from ~60 million in 2024.
• Global user count estimates for 2025 vary between 624 million and 640 million.
• Analysts forecast Apple Pay handling $7.6 trillion in transactions in 2025, a 21% increase over the prior year.
• In‐app purchases via Apple Pay are projected to increase by ~26% in 2025.
• Apple Pay is expected to reach 14.3% global e‑commerce share in 2025.
• Regulatory shifts are underway. In Norway, a third‑party tap-to-pay solution (Vipps) has been allowed in iOS, breaking Apple Pay’s exclusivity on NFC in that market.
• Apple is preparing to open NFC for third‑party developers on iOS 18.1 in select markets (U.S., UK, Australia, etc.).

Number of Apple Pay Users Worldwide

• As of 2024, estimates place 785 million active users globally.
• Some sources report 744 million users in 2024 (slightly more conservative).
• Growth from 2020’s ~507 million demonstrates the scale of adoption.
• Projections for 2025: 624 million (as per Accept‑ApplePay).
• Other projections see 640 million globally in 2024.
• 2022–2024 saw ~41% growth in Apple Pay adoption.
• Over 90 markets and regions now support Apple Pay in some capacity.

Apple Pay Adoption Growth Over Time

• 2017: ~337 million users.
• 2018: ~389 million.
• 2019: ~441 million.
• 2020: ~507 million.
• 2021: ~631 million (or projected).
• 2022: ~701 million users.
• 2023: ~744 million users.
• From 2020 to 2024, the user base grew ~55% (507 → 785 million).
• CAGR over that span is ~10–12% when compounding growth per year.

Apple Pay Usage by Country/Region

• Apple Pay is available across 78 markets.
• The U.S. sees ~63.9 million users in 2025, making up ~22.3% of its population.
• In Western Europe, adoption is strong, the U.K. in‑store penetration is ~63%, and online ~39%.
• France sees ~60% in-store, ~23% online penetration.
• Canada, ~57% in-store, ~33% online.
• Germany, ~43% in-store, ~18% online adoption.
• Spain, ~32% in-store, ~19% online.
• Brazil, ~16% in-store, ~5% online penetration.

Apple Pay Usage: In‑Store vs Online

• In the U.S., Apple Pay accounted for 54% of in‑store mobile wallet transactions in 2024.
• For online consumer payments globally, Apple Pay processes ~14.2% of transactions.
• Apple Pay’s share of in‑store retail sales is lower, ~3.5% of all U.S. in‑store purchases.
• Among U.S. retailers, ~85% accept Apple Pay, enabling both in‑store and online use.
• In-app/e-commerce via Apple Pay rose by ~26% in 2025 (projected) relative to the prior year.
• Apple Pay’s split usage: ~58% of U.S. users report using it in‑store, ~36% report online use.
• On Black Friday / Cyber Monday 2022, 12.7% of both online and in‑store shoppers used Apple Pay.
• In 2024, Apple Pay’s online penetration increased from ~12.7% to 14.2%.

Apple Pay Penetration Rates (Global / US / UK / etc.)

• In the U.S., Apple Pay users are projected at 63.9 million in 2025, covering ~22.3% of the population ages 14+.
• In the U.S., Apple Pay holds ~54% share of in-store mobile wallet usage.
• Globally, Apple Pay is present in over 78 markets.
• In the UK, Apple Pay in‑store penetration ~63% and online ~39%.
• France sees ~60% in‑store, ~23% online usage.
• In Canada, ~57% in‑store, ~33% online adoption.
• Germany, ~43% in‑store, ~18% online use.
• Brazil, ~16% in‑store, ~5% online penetration.
• Some sources claim Apple Pay reaches a 43.9% share of mobile payments in the U.S. market.

Apple Pay User Demographics

• Gen Z (born 1997–2012), ~73.1% of digital wallet users in that cohort use Apple Pay weekly.
• Millennials, ~51.1% of Millennial digital wallet users use Apple Pay weekly.
• Generation X, ~52.4% of digital wallet users in Gen X use Apple Pay weekly.
• Among Baby Boomers and older, ~0.2% are Apple Pay users.
• ~3.2% of consumers earning over $100,000 annually use Apple Pay, ~57% of digital wallet users in that income bracket use it weekly.
• Gen Z leads usage, 8.8% of U.S. consumers in that generation use Apple Pay.
• Among iPhone users, ~51% globally have enabled Apple Pay.
• Survey data suggest usage is concentrated in younger, urban, tech‑savvy demographics.

Apple Pay Usage by Generation

• Gen Z digital wallet users, ~73.1% use Apple Pay at least weekly.
• Millennials, ~51.1% use Apple Pay weekly (among digital wallet holders).
• Gen X weekly usage, ~52.4% (among that generation’s wallet users).
• Gen Z in the U.S., ~8.8% have used Apple Pay (survey).
• Gen X U.S., ~1.1% are Apple Pay users (surveyed).
• Baby Boomers / older, usage ~0.2% in the U.S. survey data.
• Among younger generations, the rate of adoption is accelerating compared to older cohorts.
• Relative usage gap: Gen Z usage multiples higher than Boomers.

Apple Pay Customer Segments

• iPhone owners are the core segment; Apple Pay activation requires compatible devices (iPhone, iPad, Apple Watch).
• High-income / affluent consumers show relatively higher usage rates (e.g., ~3.2% users > $100K income).
• Early adopters and tech enthusiasts often represent disproportionate usage.
• Urban and metro area dwellers adopt faster than rural users.
• Frequent e‑commerce shoppers tend to use Apple Pay more, especially for ease and speed.
• Consumers preferring contactless and mobile payments over cash or cards tend to cluster toward younger generations.
• Business users, merchants, and apps integrate Apple Pay to simplify checkout and reduce abandonment.
• Subscription / recurring services increasingly adopt Apple Pay as the default payment method.

Apple Pay Market Share and Competitors

• Among mobile wallets, Apple Pay held ~92% share (in U.S. mobile debit wallet use).
• In-store, Apple Pay is used more than any other wallet (besides PayPal), and Google Pay trails behind.
• Online, Apple Pay has ~14.2% share of consumer payments globally.
• In 2025, some estimates place Apple Pay’s total processed transactions at $10 trillion annually.
• Among digital wallet market share estimates, Apple Pay, Google Pay, PayPal, and regional players like Alipay/WeChat Pay are major competitors.
• 6sense data suggests Google Wallet has ~29.64% share, while Apple Pay leads.
• In Germany, Amazon Pay leads with 28%, Apple Pay ~16%, Google Pay ~15%.
• In France, Apple Pay has ~19%, Google Pay ~15%, and Amazon Pay is stable.
• PayPal remains strong online, and Apple Pay competes especially in mobile checkout.

Apple Pay Revenue and Transaction Volume

• In 2022, Apple Pay processed over $6 trillion in transactions globally and generated $1.9 billion in revenue.
• In 2023, projections suggested revenue could rise to ~$4 billion.
• Some estimates place Apple Pay’s processed volume in 2025 at $10 trillion annually.
• The average Apple Pay transaction size in 2025 is estimated at $29.70.
• 44% of subscription services in 2025 reportedly support Apple Pay as a preferred payment.
• Payment services revenue (which includes Apple Pay) from Apple reached ~$24.21 billion in Q4 2022.
• Apple Pay accounted for ~0.5% of Apple’s total revenue in those years.
• Apple’s growth in merchant acceptance (58% of lift) drove ~5.6% share of U.S. retail sales by year 10.
• Apple Pay’s expansion into financing, installment options, and rewards may further boost revenue.

Apple Pay Acceptance Among Merchants

• Over 85% of U.S. retailers accept Apple Pay across stores and online.
• Globally, Apple Pay is accepted by more than 10 million merchants as of 2025.
• In 2025, major U.S. chains like Walmart, Target, and Best Buy will report full Apple Pay support in most locations.
• In merchant categories, retail, food & beverage, fashion, and manufacturing show the highest adoption rates.
• Small businesses are increasingly adopting Apple Pay, with a ~28% year‑over‑year growth in SMB acceptance reported in 2025.
• Apple Pay is integrated into transit systems, kiosks, and vending machines, expanding beyond retail.
• Apple Pay’s merchant adoption has driven ~58% of its growth in retail share historically.
• ~93% of U.S. phones have the capability to use Apple Pay (i.e. hardware hardware-enabled).

Apple Pay Usage in E‑commerce

• Apple Pay processes ~14.2% of all online consumer payments globally in 2025.
• On the web, about 2.4 million websites support Apple Pay, relative to ~11.9 million for PayPal.
• Apple Pay is live on 5.25% of all global websites, according to a 2025 study.
• In U.S. e‑commerce, Apple Pay’s share grew from ~12.7% in 2023 to 14.2% in 2024.
• The fraction of top e‑commerce apps offering Apple Pay continues rising, and many major platforms integrate it natively.
• Apple Pay’s e‑commerce growth is partly fueled by its “one‑tap” checkout convenience, reducing abandonment.
• For apps on iOS, Apple Pay is among the preferred payment choices in checkout flows.
• Some reports suggest Apple Pay might reach ~14.3% of global e‑commerce share in 2025.

Apple Pay and Apple Card / Apple Cash Statistics

• Apple Pay works in conjunction with Apple Card to offer 3% daily cash back on approved merchants.
• Apple Cash enables peer‑to‑peer transfers that integrate with Apple Pay in transactions.
• Apple does not publicly break out separate revenues for Apple Pay, Apple Card, or Apple Cash.
• In 2022, Apple Pay processed $6 trillion in transactions and generated $1.9 billion in revenue.
• Some projections place Apple Pay’s revenue in 2023 at $4 billion.
• Apple charges banks ~0.15% per credit card transaction via Apple Pay in many markets.
• Apple Card usage reinforces stickiness; many users keep Apple Card in Wallet and use Apple Pay as their primary checkout mode.
• Apple Cash balances function like a prepaid card within Wallet and can be spent via Apple Pay.

Apple Pay Later and BNPL Statistics

• Apple originally launched Apple Pay Later for 4‑installment (6‑week) purchases, with no fees or interest.
• However, in mid‑2024, Apple announced it would discontinue its own BNPL service and instead partner with providers.
• BNPL market globally is projected to reach US$560.1 billion in 2025, growing ~13.7% annually.
• In the U.S., BNPL transaction value is expected to cross $100 billion around 2024‑2025.
• As of 2025, about 9% of U.S. consumers are active BNPL users.
• Female users represent ~22.7% of BNPL users, male users ~14.3%.
• Gen Z and Millennials account for ~75% of BNPL users.
• ~41% of BNPL users reported a late payment in 2025.
• With Apple’s shift to partnerships, Affirm is integrated into Apple Pay’s future installment offerings.

Apple Pay Security Features and Technology

• Apple Pay uses tokenization, not actual card numbers, in transactions.
• Each payment uses a dynamic security code (cryptogram) unique to that transaction.
• Card data is stored in the Secure Element on the device, isolated from the OS.
• Apple does not store or have access to the original credit/debit card numbers.
• Authentication must be via Face ID, Touch ID, or passcode before a transaction is permitted.
• Apple retains only anonymized transaction metadata without user identity.
• In markets under PSD2 or similar regulations, Apple Pay supports strong customer authentication (SCA).
• Biometric tokenization adds further protection.
• Apple encrypts card activation data and transmission when provisioning cards, protecting data in transit.

Apple Pay Recent Developments & Innovations

• With iOS 18 and beyond, Apple is opening NFC access to third‑party developers in select markets.
• Apple has fully discontinued its in-house Pay Later service, transitioning to a partner BNPL model.
• Apple Pay is increasingly accepted in transit, kiosks, vending, and non‑traditional payment environments.
• Apple introduced App Tracking Transparency (ATT) policies that impact how app‑based payment data can be used.
• Some markets have compelled Apple to open up NFC for third‑party tap‑to‑pay, reducing exclusivity.
• Partnerships with Affirm and other lenders signal Apple’s shift toward acting as a platform.
• Merchant tools and POS integrations are improving, lowering the barrier to Apple Pay adoption among small businesses.
• Apple continues refining express transit support and regional features.
• Analysts estimate that by 2030, Apple Pay might handle 10% of all global card transactions.

Frequently Asked Questions (FAQs)

Conclusion

Apple Pay has matured from a novel feature into a fundamental part of digital commerce. Its merchant acceptance, e‑commerce adoption, and robust security architecture support steady growth. Apple’s strategic pivot away from internal BNPL underscores the complexity of credit services. As NFC access opens further and payment ecosystems evolve, Apple Pay’s role will likely deepen across devices, financial services, and retail. I invite you to explore the full article to understand how these trends interconnect and what the pathway looks like toward 2030.