There’s no doubting Apple’s pioneering position when it comes to mobile innovation and user experience.

Its user adoption and brand strength, not to mention its unbelievable revenue numbers, all attest to the awesome power of Apple.

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And this week marks the latest chapter in their domination – three new iPhone models – the iPhone XS, the iPhoneXS Max, and the “affordable” iPhone XR offer cosmetic updates on last year’s jolt that was the buttonless iPhone X.

But eleven years after the first iPhone, and four years on since Apple declared that the iPhone would replace the wallet, we have to ask: when is Apple going to take payments seriously?

Apple Pay: a damp squib

As a company that prides itself on advancing the customer experience, Apple Pay has thus far proven to be a damp squib. The original feature simply transported the contactless card experience inside of an iPhone, and this year’s models again offer no improvement on that initial offering.

Customers seem similarly unimpressed, with predictions that Apple Pay’s 2018 transaction volume will be outstripped in the US by Starbucks own payment and loyalty app. Given the differing reach of the two products, this should set up warning lights off for Tim Cook.

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A successful payments strategy lies in providing the customer and the retailer with a positive experience that goes beyond payment. The worlds of loyalty, budgeting, personalised marketing all sit within reach – yet Apple isn’t there yet – and for a company of it’s gigantic size and influence, it should be.

Michael Rolph is CEO, Yoyo Wallet