Apple could then set its own pricing, but if its pricing is too high, merchant adoption will be slow, said Todd Ablowitz, the president of payments consulting firm Double Diamond Group in Centennial, Ohio.

“There are a lot of mouths to feed, but there are a lot of transactions to capture,” Ablowitz said.

Apple could try to command a higher merchant fee by taking the “American Express approach, which says, ‘Hey, we’re worth more and you can pay a little more,’ ” Ablowitz said. “That might work, but I don’t think it would adopt rapidly, ubiquitously, virally.”

American Banker, January 28, 2011
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