Cupertino ( CNN ) -- The days of Apple just making your favorite gadgets are over . The company is about to enter the payments services arena taking on PayPal , Google , Facebook , Amazon and others in offering a way to allow you to pay using their system . One of Apple 's big plays at its event in Cupertino was a fingerprint scanner for the newest iPhones , which will allow shoppers to ditch the magnetic strip when they shop in store . But the initial rollout of Apple Pay , in October , is only in the U.S. European and Asian banking systems are already embracing contactless payment , so it 's strange Apple has chosen to focus on its home turf of America first rather than push for an immediate global release . It means customers outside of the U.S. wo n't yet benefit from the new features , and puts Apple in a situation whereby if it does n't move quickly , customers will be happy enough with a card that has the same powers instead . Apple Pay emulates your wallet digitally , and will work with a number of retail stores and banks in the U.S. to allow you to pay with your phone , or in the future your watch . But rather than gear a system towards skimming off the top , or trying to understand users ' buying behavior , Apple is -- presumably -- making the move to sell more devices . Apple was very clear in telling those that watched its event that it wo n't track or store information about where you shop , what you buy , or how much those purchases cost . Apple 's pitch was about empowering the banks and stores . Its decision to roll out in the U.S. first could be because the need is n't so great elsewhere . In the UK , many banks now offer contactless payment cards as standard , while Chip and Pin , rolled out across Europe some time ago , has also been incredibly successful in reducing over the counter fraud . It could also be about Europe 's limit on contactless payments . Trying to explain that you can only use your phone for small purchases is a complicated sell and one that means you are n't likely to ditch your bank cards altogether . In the U.S. , there is no limit . But will Apple 's delay in rolling the service out elsewhere allow others to capitalize on the gap in the market ? Having seen Apple 's new system up close , it is unlikely . However , Apple 's decision to finally jump into the NFC tap-to-pay arena now legitimizes the experience and will only accelerate the adoption of the technology . Is an idea that Visa Europe shares . Steve Perry , the company 's chief digital officer , said Apple 's entry to the market represents a critical piece of the mobile payments jigsaw . He called it a `` pivotal moment '' for digital payments , demonstrating the `` momentum behind mobile and contactless services . '' It might have taken seven years to get here , but he said Apple 's decision to enter the market `` reflects the scale of opportunity that exists in digital payments today . '' Apple 's support will drive usage of contactless services around the world and he anticipates what he calls a `` halo effect '' benefiting all mobile payments players . That might sound an exaggeration , but so far contactless payments have very much been a chicken and egg scenario . Companies have waited for mobile phone manufacturers to get on board , and mobile phone makers have delayed getting on board because of a lack of infrastructure . Apple clearly believes that in the U.S. at least , that tipping point has been reached . With the introduction of TouchID last year , Apple had the right technology in place to make it a decent proposition to the banks on the security front . And with Apple now involved , European and Asian banks will no doubt be knocking on the Cupertino-based company 's door begging to be involved . Read more : Apple just got its mojo back . Read more : Hands on with the Apple Watch . Watch more : See Apple 's new iPhone 6 in :60 .
Apple introduced its iPhone-linked payment system at its iPhone 6 launch . But Apple Pay 's rollout is initially only in the U.S. , despite demand in Europe and Asia . The company has said it plans to expand into more countries over time as part of a broader push toward mobile payments. But , now Apple is involved , the industry will likely get a big boost .