Pay is the new payment system from Apple set to launch in the US next month with other countries surely soon to follow. We have seen demos of it in action to purchase items in then real word in bricks and mortar stores but also in-app buttons such as booking an Uber cab. What we haven't seen is a [Pay with Pay] buttons on regular websites. It would be great to see a new door handle online that I wanted, going to the checkout and then confirming it on my iPhone via fingerprint without all the faffing about of registering and typing in all my card details etc. Could we see Apple Pay branch out to compete against PayPal, Google Wallet and Amazon Payments? If not, why not? The technology clearly is there.