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Comment by Hugh Isaacs II

Watch for Apple’s reluctant embrace of the mobile web as a vehicle for customer engagement.

I think not only this but also Apple Pay coming to the web and Google, Microsoft and Mozilla embracing the Web Payments API (with Google and Android Pay leading the way) being a huge vehicle.

Easy payments really was the last serious barrier to brands adopting the web over native apps. Yeah there’s smoother animation, more power, etc… but these things were rarely used seriously by brands from my perspective, in-app payments has been used heavily though and I see that picking up on the open web.

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