An open letter to Apple RE: my favorite local shops

Hey Apple,

Let me first start by saying you’re awesome. When I first heard about the concept of the iPhone in 2007, I remember thinking “What! I don’t understand you, tiny computer in my hand, but I want all sorts of you, just tell me how much you cost, I will pay anything!” I’ve grown up a bit since then. I have learned the power of my voice through my networks, both IRL (in real life) and social networking. I want to see what value you’re really adding to my life before I dive in fully with your fancy stuff and before I tell my whole world I’m all in with you every time you come up with something new.

That’s not to say I don’t want your shiny new ideas. My point is this…I do love the idea of Apple Pay–I often forget my wallet, I never have cash, I love the concept and always have my phone on me–but, I don’t bank with Citi, I don’t eat at McDonalds, I rarely shop at Target, and I can’t remember the last time I was at Bloomingdales or Macy’s. I have used Yelp since before the iPhone was born to find local restaurants, ‘mom and pop’ shops, cooperatives, and small businesses wherever I go, and I am proud to say that “I buy local” whenever I have the option to do so (and not the largest 200,000 retail locations in the United States). I don’t think I’m alone on that.

I have read that Apple Pay will be available for small businesses and could even help them compete with larger retailers. Thank you, Apple! I love the possibilities there. But I am skeptical. I just don’t know how much Citi wants to play with my local credit union and how well Target likes the idea of Apple Pay fitting in at the community cooperative pharmacy and with mom and pop competition. Basically, I see this as another roadblock for small local business to be able to compete with big box stores, not an advantage. That is just my skeptic view—prove me wrong.

Martha Stewart – someone I never thought would be a role model for me – launched her “American Made” concept in 2012. Through this venture, she “supports the local, and celebrates the handmade.” The program is made up of “people and communities that have turned their passion for quality craftsmanship and well-designed goods into a way of life.” I understand Martha Stewart and a near field communication (NFC) system of secure mobile-based payments are totally separate things, but am I wrong to wish you tried a little harder to ‘wow’ us with not only your technological prowess, but also your keen sense of intuition into the progressive and disenchanted minds of millennial consumers?

Those far more tech savvy than me have said this about the retail side of Apple Pay: “The infrastructure isn’t ready. Retailers have to adopt new point-of-sale systems that are more secure by Oct. 15, 2015. Some retailers such as Home Depot and Target will upgrade quickly. Other retailers may drag it out. It remains to be seen if these new checkout systems can handle Apple Pay.” And I wish Apple made a progressive move to work with small businesses at least as a test market first, before launching with the big guys, similar to the message Martha Stewart sent to Americans.

Bottom line–I am going to keep shopping at my favorite local retailers and hope to see Apply Pay there sooner rather than later.