Apple Pay enters India with Axis Bank as first partner

Apple has officially launched Apple Pay in India with Axis Bank as its first banking partner. The move targets customers who use cards frequently while attempting to shift consumer preferences away from the dominant UPI payment ecosystem.

The launch marks Apple's entry into India's competitive digital payments market, where UPI-based platforms have captured significant user volumes. By partnering with Axis Bank initially, Apple Pay aims to build a foothold among card-using consumers and gradually expand its presence in the country's payments infrastructure.