Apple is making significant strides toward introducing its digital payments service, Apple Pay, to the Indian market. The tech giant is currently engaged in discussions with global card networks, including Visa and Mastercard, while simultaneously navigating a series of regulatory approvals required for the service's launch in the country.
Phased Rollout Strategy and Timeline
According to industry sources, Apple is targeting an initial rollout around June or July this year, although this timeline is contingent upon the speed of obtaining necessary approvals and finalizing commercial agreements. The company is reportedly negotiating fee structures with card issuers to grant access to its payment gateway, a crucial step in the deployment process.
Focus on Contactless Payments and UPI Integration
In the first phase, Apple Pay is expected to concentrate on contactless card-based payments utilizing near-field communication (NFC) technology. A subsequent phase could involve integration with the Unified Payments Interface (UPI), India's dominant real-time payments system. However, this integration would demand a separate and more complex set of regulatory clearances due to the distinct payment architecture compared to traditional card-based systems.
Sources indicate that Apple is unlikely to apply for a third-party application provider (TPAP) licence for UPI in the early stages, opting instead to prioritize the foundational card-based framework.
Competitive Landscape and Market Context
Apple's planned entry coincides with intensifying competition in India's digital payments sector. Samsung, for instance, launched its Samsung Wallet service in India in 2022, which consolidates payment information and utilities within the Samsung ecosystem. The service has gained traction by enabling UPI integration, bolstering the Korean tech giant's market presence.
Apple Pay, operated by Apple Payments Services, will allow users to add credit and debit cards to Apple Wallet and make contactless payments via compatible point-of-sale terminals. Currently, cards issued by Indian banks cannot be added to Apple Wallet, highlighting the need for this launch.
Broader Growth and Strategic Alignment
This move aligns with the broader expansion of electronic transactions in India, encompassing cards, digital wallets, prepaid instruments, and UPI. It also reflects Apple's growing footprint in the country, where it recorded its highest-ever iPhone shipments in 2025, securing an estimated 9–10 per cent market share and positioning itself among the top five smartphone brands.
Even before any official announcement, several fintech firms in India have begun preparing for Apple Pay's potential launch by integrating the service to support international transactions for domestic merchants, signaling early confidence in its arrival and the transformative impact it could have on the digital payments ecosystem.
