Because Apple don’t use 3DS, also it impact things like in-store payments, and also Apple Pay setup. Cards are added to Apple Pay using a special set of payment

Because Apple don’t use 3DS, also it impact things like in-store payments, and also Apple Pay setup. Cards are added to Apple Pay using a special set of payment network transaction messages, which to the networks systems just look like normal card transactions. Unfortunately the network fraud rules aren’t smart enough to differentiate between thousands of cards being added to Apple Pay, vs thousands of unexpected transactions that all appear to be coming from the same “merchant”.