3OYS: Apple Pay offers new way for consumers to shop

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By Tami Hoey By Tami Hoey

PHOENIX -- It was certainly launched with a lot of hype. And now, something called "Apple Pay" is finally here. If you have the new iPhone 6 or iPhone 6 plus, you will now be able to use that phone to make purchases at places like Whole Foods.

"Whole Foods is really excited to be one of the first retailers to offer customers the option to pay via Apple Pay," says Theresa Sarna with Whole Foods. The store is one of 220,000 retailers now accepting Apple Pay. You'll find signs encouraging consumers to use Apple Pay, but it's so new, many shoppers don't know what it is.

So, they're lining up and paying for groceries the traditional way. either cash or debit card. But expect Apple Pay to take off. Sarna adds: "We're seeing a lot more of our customers wanting these convenient options, so we definitely feel this is the way the marketplace is heading."

Here's how Apple Pay works. First, you have to activate your phone by using the ID fingerprint sensor. One the phone recognizes it's you, point the phone at the Apple Pay reader and the amount you owe is automatically deducted from your bank account.

Ken Colburn is a computer and technology expert who says the transition will cut down on debit and credit card fraud."The merchant won't get your credit card information. They won't get your name. They don't get anything other than that special code, and that special code is only available to use one time. So even if a hacker does get that code it's only good for one transaction."

But not all retailers are on board yet with Apple Pay. It's an added expense and many consumers don't even own the latest iPhone to use the feature.

Many, like Sarna believe that will soon change. "Kind of with this younger generation being more, sort of, tech geared. We're hoping that will bring people into our store because we are one of the featured retailers that will bring in some new customers. They're looking for a place where they can shop using their ipay, so we're happy to be a part of that."