For years, Apple Pay has dominated iPhone contactless payments. However, the launch of Vipps’ groundbreaking service in Norway marks the world’s first true alternative to Apple Pay. Leveraging the European Union’s push for competition, Vipps is now a viable option for tap-to-pay transactions using an iPhone, offering a glimpse into the future of digital payments in Europe.

Vipps‘ new payment service allows users to bypass Apple Pay entirely, processing payments through BankAxept terminals—Norway’s national payment system, which covers about 90% of terminals in the country. Vipps currently serves 70% of Norwegian banking customers, supported by major banks like DNB and SpareBank 1. While it only works with local debit cards now, plans to include Visa and Mastercard support by mid-2025 could transform Vipps into a global player.

The service mimics the convenience of Apple Pay, including authentication via Face ID, Touch ID, or passcode. Users can set Vipps as their default payment method for easy access with a double tap of the iPhone’s side button.

This launch comes after the EU pressured Apple to open its NFC technology to competitors. Even though Norway isn’t an EU member, it participates in the European Economic Area (EEA), allowing Vipps to benefit from the ruling. The shift could pave the way for more regional competitors in Europe, introducing diversity to an ecosystem long dominated by Apple.

Vipps’ CEO, Rune Garborg, highlighted the significance of competing on an equal footing with Apple, noting the years-long struggle to reach this point. The company has broader ambitions, aiming to expand its service to Denmark, Finland, and Sweden in 2025.

We have fought for a long time to compete on equal terms with Apple. That’s why it feels almost surreal to finally launch our very own solution. This will now be a rare and exciting battle between the world’s strongest brand and Vipps.

The competition with Apple Pay introduces some concerns. Adding more payment systems might fragment the market, requiring vendors to support multiple platforms. Security is another critical factor; while Apple’s stringent protocols are well-known, Vipps must prove its reliability to users outside its home turf.

Nonetheless, this development signals the start of genuine competition in the mobile payment space. By offering alternatives, consumers gain more choice and the possibility of innovative features beyond Apple’s ecosystem. Whether other companies follow Vipps’ lead could determine the future of digital payments globally.