The move comes after the internet giant added many payment capabilities aimed at consumers this year.

Dive Brief:-

According to information provided to Marketing Dive, Apple has started a global advertising campaign named “Pay the Apple Way” to promote its Apple Pay service.

Advertisements designed to promote Apple Pay’s convenience will be featured prominently in digital out-of-home (DOOH) networks in the United States and the United Kingdom. There are also four humorous video advertisements that feature in the campaign.
Apple has also collaborated with a small number of TikTok creators to distribute material promoting open discussion and showcasing the Pay function. The move comes after the tech giant introduced a slew of new money-related capabilities earlier this year.

Dive Insight:

Apple is ramping up its fintech efforts with a new ad campaign called “Pay the Apple Way,” which focuses on the streamlined structure of Apple’s Pay feature and may aid in promoting the company’s other payment capabilities, some of which were introduced earlier this year. Over $10 billion has been deposited into the high-yield savings account that was unveiled in April for Apple Card members. In March, Apple also launched a financing option for its products.

The goal of Apple’s “Pay the Apple Way” campaign is to eliminate the hassles associated with handling money the old fashioned way, such as having to lug around a huge wallet, searching for the correct card, and worrying about one’s personal information being compromised. A dynamic and immersive DOOH experience is being used to promote Apple’s Pay function, which enables payments to be made directly from an Apple device. Ads featuring simple statements like “Your watch is your wallet” and “Pay the secure way” will be displayed in high-traffic areas of London, Birmingham, and Manchester in the United Kingdom, as well as in Atlanta and Dallas in the United States.

Partnerships with numerous TikTok content creators will provide further marketing help by asking the question “Can I Pay with Apple Pay?” to spark conversation about the convenience of Apple Pay’s contactless payments. If Apple is serious about expanding its user base, an activation on TikTok might help it reach the next generation of digitally native consumers, many of whom are receptive to cutting-edge technology.

Apple’s latest software upgrade, iOS 17, will be officially released alongside the new campaign in September, ushering in a raft of updates focused on personalisation for applications like Phone, Messages, and FaceTime, but also adding new privacy measures that may provide a hurdle for marketers.

CEO Tim Cook said that better-than-expected iPhone sales helped the business outperform Wall Street forecasts despite a 3% year-over-year reduction in revenue to $94.8 billion in its second fiscal quarter of 2023. On August 3rd, after the market closes, Apple is forecast to reveal its fiscal Q3 results.