> My understanding is that, unlike a credit card, you don't share your name with them during an Apple Pay transaction. If you check the EMVco specs (they're a

> My understanding is that, unlike a credit card, you don't share your name with them during an Apple Pay transaction. If you check the EMVco specs (they're a doozy! http://www.emvco.com/specifications.aspx?id=21 http://www.emvco.com/specifications.aspx?id=21), merchants still receive your name. The only thing that tokenization provides is a proxy card number. > Also, Apple is not involved in the transaction beyond selling you the hardware which hosts the secure element. That's not actually true; if you read the fine print (or the emvco specs), you'll note that they can track a lot more than they might claim to. https://www.apple.com/privacy/docs/iOS_Security_Guide_Oct_2014.pdf https://www.apple.com/privacy/docs/iOS_Security_Guide_Oct_20... They disclose up-front: "Apple may receive anonymous transaction information such as the approximate time and location of the transaction, which helps improve Apple Pay and other Apple products and services."