Hidden quietly down the bottom of the iOS 10 preview is this little nugget: Apple Pay will now work within Safari.

THIS. IS. FREAKING. HUGE.

Irrespective of the number of people with Apple ID's and credit cards attached to their account (i.e. all of them), this is a massive reduction in UX friction. From our work on Resident Advisor we've seen the incredible shift in conversion that Apple Pay can bring due to it's tighter integration with apps (and now the Web.)

Big news for Apple's bottom line - huge news for eCommerce in general.