That's not how Apple Pay works; other than using a proxy CC# and hiding your info from the actual sales clerk, Apple Pay isn't more private than magstripe cards — merchants can still identify you, and it actually adds another party to the transaction: Apple.

How does the merchant identify you? My understanding is that, unlike a credit card, you don't share your name with them during an Apple Pay transaction. Also, Apple is not involved in the transaction beyond selling you the hardware which hosts the secure element.

> 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), 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_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."

Apple claim that they get no data about individual transactions, at least not in a way that can be tied to specific customers.

Read the claims more closely (or read the relevant emvco spec). They don't claim to receive no data, they only claim to not track you.

Why would Uber, a company who's entire business is based on location data and the analysis, sign such a deal?