Apple is partnering with movie ticketing company Fandango to offer a $5 discount to consumers using Apple Pay to buy tickets on Fandango's app or website.
Apple Pay uses promotions and discounts as an onboarding tool for new customers in order to boost the use of the wallet.
44% percent of wallet nonusers would adopt a wallet if given access to wallet-specific rewards, and merchant-specific rewards and loyalty offerings are among the top demanded features for wallet usage.
That's proven true for Samsung Pay, which saw a 49% user increase in the first year after it introduced its Samsung Rewards program. By incentivizing consumers to load their card into Apple Pay, Apple could help recruit new users to the wallet and, in turn, give them a reason to test the product.