Apple Pay has expanded its partnership with Affirm, now enabling U.S. customers to access Affirm’s buy now, pay later (BNPL) options directly in physical stores. Here's what you need to know:
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As of September 2025, Apple Pay users in the U.S. can now access Affirm's BNPL payment options when making in-store purchases via iPhone, not just online or in-app.
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Affirm’s SVP of Product Vishal Kapoor and Apple’s VP of Apple Pay Jennifer Bailey emphasized the move adds flexibility and transparency at checkout, improving user experience.
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Affirm offers biweekly or monthly installments, with APR ranging from 0% to 36%, giving users payment flexibility based on eligibility.
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Affirm reported record GMV and rising demand for its services during its August earnings call, signaling increasing consumer use of BNPL, both online and in-store.
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In August, Affirm also launched new integrations with Google and Stripe to extend its BNPL footprint, reflecting a broader strategic push in digital payments.
Fastest-growing brand using Apple Pay
We used Charm data to identify the fastest-growing brands offering Apple Pay as a payment option. We measured growth by the Charm Growth Score. This multidimensional metric measures the growth of the brand across website traffic, social media followers, and more. It can be used as a percentile to show that the brand is growing X% faster than the other brands in their product category.
8 Sheep Organics
Charm Growth Score: 87.99
Charm Success Score: 98.32
Fastest-Growing Channel: Instagram
Audience Demographic Skew: Female, age 25-34
As the premier shop for women looking for organic products to aid their pregnancy, 8 Sheep Organics is made to help promote sleep and relaxation for new moms.
Eeveve
Charm Growth Score: 85.16
Charm Success Score: 68.49
Fastest-Growing Channel: TikTok
Audience Demographic Skew: Female, age 25-34
Premium non-toxic baby foam play mats. Designed for durability and style, their mats support children's development and blend seamlessly with any decor.
Twojeys
Charm Growth Score: 84.61
Charm Success Score: 98.24
Fastest-Growing Channel: Instagram
Audience Demographic Skew: Male, age 25-34
Contemporary jewelry brand creating sterling silver icons in Barcelona since day one. Handcrafted rings, chains & bracelets for endless youth.
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