Google is pretty savvy when it comes to getting consumers to adopt new technology, but even it couldn’t get Android fans to use Google Wallet with any consistency. Via MacRumors, a new report from BankInnovation claims that Apple is planning to roll out an Apple Pay loyalty program that will start offering users some great rewards by the end of the year.

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While Apple certainly would love to get its Apple Pay loyalty program up and running by the end of the year, BankInnovation notes that this will still be very challenging, even for a company with Apple’s clout.

“Convincing retailers of a massive shift in user behavior before the biggest shopping period on the calendar is pretty tough to do,” BankInnovation writes. “Very few companies can do it, and this is the beauty of Apple Pay — Apple didn’t really have to convince merchants to add new registers, since the EMV liability shift in October 2015 is making them do that anyway. Apple convinced merchants to partner up on these kinds of innovative mobile wallet/loyalty projects that merchants had held out on for years.”

Check out BankInnovation’s full report by clicking the source link below to get more details on this new program.

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