According to the article on the Wall Street Journal by
Vascellaro it seems that “Apple's Top Execs Are Still Too Nervous To Pull The
Trigger On Mobile Payments”, in fact:
“Apple's hardware engineers started working on NFC options -
the technology that lets you tap your phone at a cash register to pay - but the
engineers have struggled over how to implement the NFC chip without hurting the
iPhone's battery life”
Moreover, Apple stated that they are worried that if Apple
facilitated credit-card payments directly consumers might blame Apple for a bad
experience with a merchant, in addition executives apparently worry that NFC technology
won't really take off with retailers for another few years, which might
frustrate customers who expect to be able to use their iPhone to pay for things
everywhere.
Personally, I think that NFC technology will drastically change
the digital advertising world and people’s habit and the economic opportunity
linked to this change is very significant. This leads me thinking that Apple is
in reality trying to slowdown the competition (publically saying that NFC won’t
take off in the next years), while working 24/7 to be the first in grasping all
the benefits which NFC will bring.
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