Apple Pay is a mobile payment and digital wallet service developed by Apple Inc. The system allows users to use their iPhone, Apple Watch, iPad, and Mac devices to pay quickly and securely online, in apps, and in stores where contactless payments are available. Apple Pay stores users' credit card information in encrypted form and protects transactions with tokenization technology. The simplicity, convenience, and security of the service have made it quickly popular.
Apple Pay works with major credit and debit cards from banks worldwide (e.g. Visa, Mastercard, Discover, American Express) and is constantly expanding. To use Apple Pay, the bank issuing the debit card must support Apple Pay.

In Hungary, Apple Pay became available in June 2019 and since then a number of banks and financial service providers have joined the system, including OTP Bank, K&H Bank, Erste Bank, and Raiffeisen Bank. In the Hungarian market, touch payment technology is particularly popular and the integration of Apple Pay has further accelerated the adoption of cashless transactions. Apple Pay is one of the leading players in the digital wallet competition in Hungary, especially among iOS users, for whom the service offers one of the most convenient payment options.

Apple Pay is one of the most widely used mobile payment solutions in Europe. The service is available in almost every country in the European Union and is constantly expanding its network of partners with banks and card providers. The European market is particularly receptive to innovative payment solutions as consumers increasingly prefer contactless and cashless payment solutions. Apple Pay supports EU regulations such as PSD2 (Payment Services Directive 2), making the service even more secure and reliable for European users.

Globally, Apple Pay is a leading player in the mobile payments market. The service was launched in the United States in 2014 and has since become available in more than 80 countries. Apple Pay is a key player in the cashless payment revolution, particularly in developed markets such as the United States, Europe, and Asia. Apple Pay's global significance is also reflected in the growing support from a growing number of major e-commerce platforms, retail chains, and service providers, making it easier for users to make fast and secure transactions worldwide.