NFC TIMES Exclusive Insight – Apple’s expansion this week into 13 new European countries may not look so good on paper, but it follows a divide-and-conquer strategy that Apple has used effectively before.
Most of the additional countries are small, such as Estonia, Croatia, Portugal and Malta, and have an uneven contactless acceptance footprint. Moreover, most of the launches consist of only two or three tiny issuers–usually mobile or digital banks, such as Revolut, Monese and N26.