You've missed that the OP is buying the gift card with Apple Pay. Therefore, no actual card number is supplied.
Ahh... yes. It was early (to me, anyway... jet lag).
Still, seems like an ordeal.
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When my card was replaced due to exposure in the Target hack, I had a heck of a time changing everything that was using that card - bills paid from it, mostly. I haven't actually lost any money yet -- that I am aware of -- but hack after hack after hack has proven that the retailers simply cannot be trusted to secure their networks. How many times will I have to replace my credit card due to each new breach? How long will I have to monitor my credit card statements and credit reports like a hawk?
In using Apple Pay, you are eliminating that risk for that transaction. So using Apple Pay is inherently a good thing, no matter what company is behind it, or if you are a fanboy or not. It simply makes sense.
Now, I shop at Target quite a bit, and every time I swipe my card there (or use chip & pin in the future), I am potentially exposing my card yet again.
If I use the Target iOS app and use Apple Pay to buy a Target Gift Card, then I eliminate that risk for that payment. I can use the gift card, and my exposure would be limited to potentially losing the value of that card. However, if I know I am going to spend $100 or so, I can simply order a $100 card and use it nearly immediately. Is it perfect? Heck no. Does it limit my potential exposure? Heck yeah.
Get better credit cards. My company called me in the evening when someone tried to use a card that they'd mocked up with my credit card number that was stolen from Target (this was in April, so it was months after the Target breach last December). They asked me if I was at Walmart in a city about 2.5 hours from my house. I told them I don't even go into Walmart DOWN THE STREET from my house. They told me my card number was evidently stolen, and I wouldn't be responsible for a dime (the thieves bought something, then tried to get cash twice before Walmart took possession of the card and their money/merchandise). I'm not sure if they were arrested and I don't really care.
My point is that good credit card companies are on top of this stuff.
We had to take a few trips to the Bay Area in the past 12 months and the first few times we went there we got locked out of using our own cards by Chase and Discover until we informed them that we were traveling.
Our other cards seem to have limits on dollar amounts before the red flags go off if you're traveling, but they also have these. I think that a lot of companies have become much more secure.
I like the idea of using Apple Pay, but this is really up to the retailers and there's no way on earth to predict whether or not Apple Pay might be compromised at some point. It's all too new yet.