... launch last week of its new iPhone, alongside the debut of its latest gizmo for tech fashionistas - the Apple iWatch.
These two objects of desire offer consumers a more secure way to make card payments at the checkout. It also is expected to make debit and credit card purchases faster and easier for shoppers making online purchases and when visiting bricks-and-mortar stores.
This, unnamed industry executives told the WSJ, should lead to more payments via electronic networks and fewer cash transactions.
According to Jud Linville, who runs Citigroup Inc's credit-card business: "If paying by phone is easier for the consumer, it is first and foremost likely to displace cash."
However, technologies like Apple Pay have been around for about a decade, thus far provoking more yawns than dollars from consumers. Will Apple break the trend?
The WSJ's Brian Fitzgerald is not convinced, citing people familiar with the arrangement.
"Card issuers will pay Apple a small per-transaction fee to participate in Apple Pay, which means they would make less money than they would with an old fashioned card swipe at the cash register."
Despite which, according to insiders. retailers are betting they will more than recover their transaction costs as electronic payment volumes increase.
Read the original unabridged WSJ.com article.