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Excerpt from Bloomberg Businessweek -- "Apple also needs to sell consumers on Pay. Anindya Ghose, an IT and marketing professor at New York University, says the company should play up what he considers Apple Pay’s greatest strength: the added security of its token system. Right after Apple’s iPad introduction event on Oct. 16, Cook said the payment service’s security and privacy, combined with its ease of use, will appeal to consumers. 'It takes some time to roll out to banks and merchants, but I think there will be an incredible pull from customers who want it,' he said. 'At the end of the day, a merchant always does what their customers want.'"

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