In 2008 there was a key moment that changed mobile phones forever. It came from Apple, and it wasn’t a new model announcement but the launch of its App Store. Transforming the humble iPhone from a single-purpose device into a platform that users could tailor with functionalities to fit their own
needs, wants and individual preferences.
That same dynamic is playing out in the payments industry toda...
The narrative presents a compelling case for the evolution of embedded finance, drawing parallels to Apple’s App Store as a paradigm shift. The strongest version of this argument highlights real consumer demands—speed, simplicity, and choice—backed by survey data, and acknowledges regulatory pressures like the FCA’s BNPL rules. However, the framing leans heavily on industry optimism, assuming that embedded finance inherently benefits both merchants and consumers without deeper scrutiny of potent...