Apple Pay's "slow-burn"

Mike Isaac and Brian X. Chen for the NYT:

Whole Foods, the high-end grocery chain, said it had processed more than 150,000 Apple Pay transactions. McDonald’s, which accepts Apple Pay at its 14,000 restaurants in the United States, said Apple Pay accounted for 50 percent of its tap-to-pay transactions. And Walgreens, the nationwide chain of drugstores, said its mobile wallet payments had doubled since Apple Pay came out.

Apple Pay Gives Glimpse of Mainstream Appeal for Mobile Payments | NYT

Double from virtually zero isn't saying all that much, and yet just moving the needle at all is unprecedented territory for mobile wallets (not to mention the resulting media coverage thereof amounts to free advertising for the very expensive, margin friendly iPhone 6).