While the rest of the world is still arguing over the correct way to pronounce “GIF,” the Norwegians have casually thrown down the gauntlet against Apple. On December 9, 2024, Vipps, a homegrown payment service, launched the world’s first Apple Pay alternative for iPhone users. Yes, you read that right. Apple finally caved and opened its precious NFC technology to outsiders, thanks to a gentle nudge (read: regulatory smackdown) from the European Commission.
And so, Vipps waltzed in, iPhone in one hand, BankAxept terminal in the other, ready to show Cupertino who’s boss.
When Europe Told Apple to Play Nice
In a move that feels like your mom forcing you to share your toys, the European Commission decided in July 2024 that Apple must let other mobile wallets access NFC technology. Why? Because having one tech giant control the entire mobile payment ecosystem is about as healthy for competition as letting a toddler guard a cookie jar.
The result? Third-party apps like Vipps can now tap into Apple’s NFC feature. Imagine Apple as a grumpy landlord who’s just been told to lower the rent, and Vipps as the tenant gleefully moving in with plans to redecorate.
For those not fluent in Scandinavian fintech, Vipps is the lovechild of Norway’s Vipps and Denmark’s MobilePay, two services that merged into a Nordic powerhouse. They’re not just playing house either – they’ve amassed 11.5 million users and partnerships with over 40 banks. That’s roughly 70% of Norwegian bank customers. Basically, if you live in Norway and aren’t using Vipps, you probably still write checks and fax people.
The Bells and Whistles
Vipps’ new tap-to-pay feature isn’t just a copy-paste of Apple Pay – it’s got its own flair. Here’s what it offers:
- Face ID or Touch ID Authentication: Because typing in a PIN is so 2015.
- Widespread Terminal Compatibility: Works on 90% of Norwegian payment terminals. So unless you’re buying reindeer meat in the middle of nowhere, you’re covered.
- Future-Proofing: By 2025, Visa and Mastercard will join the party. Until then, it’s all about local love with BankAxept cards.
Oh, and you can set Vipps as your default payment app, complete with a double-click activation. It’s like Apple Pay, but with more fjords.
Rune Garborg, Vipps’ CEO, seems pretty confident about taking on Apple. And why not? With regulatory backing and a massive Nordic user base, Vipps has every reason to swagger. Local partnerships with banks add trust, something that Apple’s brand power alone can’t always replicate.
But is Vipps really an existential threat to Apple Pay, or just a regional competitor? Let’s not forget, Apple still owns the sandbox. They’ve just been forced to let others play in it.
Vipps isn’t stopping at Norway. The plan is to roll out in Denmark, Finland, and Sweden by 2025 and maybe even sprinkle some Nordic fairy dust across Europe. Cross-border payments, Visa and Mastercard integration, and a seamless user experience are all part of their evil-er, ambitious – plan.
If you’re a European iPhone user, congratulations! You now have more options for paying for overpriced coffee. If you’re in the U.S., don’t hold your breath. Apple’s walled garden isn’t coming down without a fight, and the EU’s regulatory muscle doesn’t stretch across the Atlantic.
But the message is clear: Apple’s reign over mobile payments isn’t as unshakable as it seemed. Vipps has shown that with the right mix of regulation and innovation, even the mightiest tech giants can be challenged.
Whether Vipps becomes the David to Apple’s Goliath or just another scrappy regional player, one thing is certain – it’s forcing Apple to play fair, at least in Europe. And for that, we owe Norway a round of applause. Or maybe just a really nice sweater.
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