Amazingly scary - 'Apple Pay' payments?Mobile payments Apple is calling its new payment system Apple Pay. Apple pay Apple CEO Tim Cook unveiled a mobile payment system called Apple Pay. You'll be able to use your phone's camera to capture a photo of your card. Apple will verify it and add it to your phone's Passbook account so you can make payments at a retailer. (Marcio Jose Sanchez/Associated Press) You'll be able to use your phone's camera to capture a photo of your card. Apple will verify it behind the scenes and add it to your phone's Passbook account so you can make payments at a retailer. Apple announced several merchants that will accept this system, including Macy's, Whole Foods, Walgreens and Disney stores — and of course, Apple stores. Many companies have tried to push mobile payment services, but none has caught on widely. Cook says that's because the business models have been centred around companies' self-interest instead of the user experience. The latter, Cook says, is "exactly what Apple does best." For security, the card number is stored only on the device. Each time you pay, a one-time card number is created to make the transaction.