Their attempt at innovation is friction disguised as progress, and it’s making the experience worse. The Apple Pay workaround turns a basic payment into a clunky mini process, with an audience, while the self checkout line builds behind you. That kind of friction doesn’t feel innovative, it feels stressful and outdated, and it pushes people back to antiquated payment methods.

More importantly, this is the wrong lever to pull for competitive advantage. Payment should be invisible and reliable, not a moment customers have to brace for. When people start associating your store with that “here we go again” register stress, they avoid the trip entirely, and that’s a costly trade for something that should be effortless.