Apple looking to end benchwarmer role in mobile payments

Douglas MacMillan and Daisuke Wakabayashi for the Wall Street Journal:

Eddy Cue, Apple's iTunes and App Store chief and a key lieutenant of Chief Executive Tim Cook, has met with industry executives to discuss Apple's interest in handling payments for physical goods and services on its devices, according to people familiar with the situation.

In another sign of the company's interest, Apple moved Jennifer Bailey, a longtime executive who was running its online stores, into a new role to build a payment business within the technology giant, three people with knowledge of the move said. link

I've oft wondered why Apple would let other companies steal the mobile payments limelight when they've got a credit card stored for anybody and everybody with an iTunes account. By the sounds of this report, Apple can almost see the finished puzzle, but either doesn't have all the pieces or can't put them together just yet.