Apple Pay is going to get some high-profile promotion at this year’s Coachella music and arts festival in California. Festival organizers have partnered with Square, whose contactless EMV reader devices will be used by merchants participating in the event.
Those readers are, of course, compatible with Apple Pay, as well as Android Pay and EMV chip payment cards. This means festival attendees can make purchases via compatible mobile devices – those supporting Android Pay and, of course, the latest iPhones – as well as the Apple Watch. Additionally, Coachella organizers are once again supporting Apple’s iBeacon technology in their iOS app, which will send location-based contextual push notifications to festival attendees, further compelling Apple users to take advantage of their devices during the event.
It’s a natural partnership, to some extent. Apple devices are priced at the premium end of the market, and Apple Pay has found appeal among early adopters; meanwhile, general admission passes for Coachella sold at about $400, and the festival’s lineup similarly appeals to consumers looking for exciting new acts. As such, there might be a lot of iPhones and Apple Watches waving over the POS terminals scattered throughout the Empire Polo Club during this year’s event.