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Apple Pay may be coming to Sweden before the end of October, but has a battle ahead

A report suggests that Apple Chief Financial Officer Luca Maestri's declaration that Apple Pay would come to Sweden before the end of the year is happening sooner rather than later, with a launch possible in the last full week of October.




Mac enthusiast site MacPro.se claims that Apple will launch the Apple Pay platform in Sweden, with Nordea as the first participating bank in the country. No specific sources were described by the publication.

Apple Pay will be fighting incumbent contactless payment service Swish in Sweden. Since launch in 2012, more than half the populace uses the cross-platform Swish service —which is partly owned by rumored Apple Pay launch partner Nordea.

If accurate, the report does follow Apple Chief Financial Officer Luca Maestri's guidance on the matter. During Apple's fiscal third quarter earnings report conference call, Maestri mentioned in passing that not only Sweden would have the service, but Denmark, Finland, and the UAE as well.

AppleInsider wasn't able to confirm the accuracy of the report. Both Apple and Nordea refused comment on the matter, with one source at Apple pointing to Maestri's remarks.

Should MacPro.se's report be accurate, it would be the first of the four countries named by Maestri to get the service.