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Whole Foods Market Among First Merchants To Integrate With Apple Pay

Whole Foods Market is among the first retailers participating in Apple Pay, described as “an easy, secure and private way” to make purchases from an iPhone.

With Apple Pay, instead of using an actual credit or debit card number, a unique device account number is assigned, encrypted and securely stored in a dedicated chip in the iPhone and Apple Watch (which was unveiled yesterday by Apple, along with the iPhone 6). These numbers are never stored on Apple services. The device account number alongside a transaction-specific dynamic security code is used to process the payment, so the actual credit or debit card numbers are never shared with merchants or transmitted with the payment.

“Our customers are going to love the convenience of Apple Pay, which will bring a faster, easier, more secure and private way to make purchases at Whole Foods Market,” said Walter Robb, co-CEO of Austin, Texas-based Whole Foods Market. “We’re committed to providing innovative new choices and conveniences for our customers, and the ability to buy groceries with just a simple touch of a finger elevates convenience to a whole new level.”

Checkout lanes at all Whole Foods Market stores already accept industry standard Near Field Communication (NFC) payments via pads at store checkout registers. With Apple Pay, Whole Foods Market will accept even more payments using NFC technology.

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