Hey, Apple, Where Is the Updated Apple Pay?

Hey, Apple. And hey, Apple fans. Where are the new Apple Pay features? You know, like rewards and such? I was promised by rumor-mongers that we would be getting that by the release of new iPhones and iOS 9. So, what gives?

As far as I know, I'm the only who has asked this rather important question. Sure, the biggest news from Apple's media event last week was the addition of the Discover Card joining Apple Pay and rewarded its users for the year-long delay with a 10% cash back reward of a total purchase of up to $10,000 in in-store purchases.

Still, rewards from stores would be kinda nice to have. It's like the only reason Apple has decided to delay or not even talk about the rewards aspect of Apple Pay is that many stores like Whole Foods Markets and Trader Joes do not offer rewards of any sort. Heck, not even Apple offers a rewards program. And in using some credit cards that offer cash back, that might be enough for most users. And let's face it, most major supermarkets like Ralphs that offer discounts to its reward card users are not Apple Pay partners or offer NFC payment options.

Still, it would have been nice to see Apple continue to innovate with existing partners somehow. Oh you know, like offer some sort of reward that over time would culminate into some sort of discount on Apple products or services.

I'm sure Apple would love to move things forward as a faster clip but, like its negotiation with content owners for its Apple streaming service, many things are out of its control. For the moment, Apple is likely content with adding as many partner businesses and financial institutions as it can before going forward.