Is Apple quietly changing in-store loyalty with Tap to Share?

Now shipping on iOS 27, Tap to Share points towards a different experience: one where customer recognition, loyalty benefits and payment become more closely connected. It builds on Tap to Pay on iPhone, which lets a merchant accept contactless payments on their iPhone without a separate terminal. With Tap to Share, the customer taps their own iPhone against the merchant’s device and chooses what to share: contact details, an email address for a receipt, a shipping address, or their loyalty membership.

Staff can also sign a customer up to a programme or issue a pass on the spot, and the customer can watch their basket build on their own screen before paying with Apple Pay, without tapping again. It requires an iPhone 12 or later, and it’s worth noting that it is not currently available in the European Economic Area.

The opportunity here goes beyond a quicker checkout; it could fundamentally change what customers expect from loyalty, and what a brand’s own app needs to offer.

Loyalty still asks customers to do too much

Customers don’t think about the separate loyalty platform, CRM, checkout system and payment provider behind a purchase. They want to be recognised, receive the benefits they are entitled to and get on with their day. Each extra step can make that relationship feel harder than it should, and put a strain on loyalty.

Apadmi’s Mobile Customer Loyalty Report 2026 found that quick and easy experiences ranked second only to exclusive pricing among the features that make customers feel most loyal, yet brands’ attention often centres on personalisation, gamification and programme mechanics. The effort required to access those benefits deserves just as much attention.

A personalised offer has limited value if the customer cannot find it when they need it, and whilst moving a plastic card into an app was a useful first step, connecting membership and benefits to the moment of purchase is the next opportunity.

What the changes mean for customers & brands

Tap to Share extends the checkout experience around Tap to Pay on iPhone. For customers, that could mean fewer separate actions, clearer visibility of their benefits and more control over the information they share. For brands, easier enrolment and identification could increase participation and connect more in-store transactions to known customers. Those are opportunities to test, rather than guaranteed outcomes.

The implementation matters; a supported payment app, compatible technology and integration with the merchant’s systems are essential. Tap to Share does not automatically apply the right reward or connect an existing loyalty programme simply because a customer has an iPhone.

Google is heading in a similar direction: Google Wallet’s Smart Tap supports loyalty passes at compatible merchant terminals, alongside Wallet-based enrolment flows. The implementation differs, but it reinforces the broader shift towards connecting loyalty and payment around the customer’s phone.

Easier checkout raises the bar for brands

If a membership credential can live in Wallet and be used during checkout, displaying a barcode becomes a less compelling reason to open a branded app. The app still has an important role, but brands need to be clear about the value it adds.

That value might be personal recommendations, easier ordering, better service or experiences customers cannot get elsewhere. Making sure we are now asking: what makes our app worth returning to when the phone can handle more of the everyday utility?

There is also a more immediate challenge behind the scenes; only 11% of brands in our 2026 loyalty research said their mobile loyalty and CRM programmes were completely aligned. A faster interaction at the till will not fix that disconnect. If a customer is recognised but their offer is missing, the experience still fails.

Brands therefore need to connect the promise of membership to the experience the checkout actually delivers. They also need a clear reason for customers to identify themselves or join the programme. Making data collection easier is useful only when the customer understands what they receive in return.

The same customer promise should hold across Apple, Android and customers who do not use a mobile wallet. Different technology may sit underneath each journey, but access to earned benefits should remain straightforward. Convenience for one group should not create additional friction for another.

Start with the journey

At Apadmi, we start by understanding where customers have to work too hard today: joining a programme, identifying themselves, finding an offer or redeeming a benefit. That gives brands a practical basis for deciding where capabilities such as Tap to Share can make a meaningful difference.

We ensure mobile, loyalty, CRM and checkout connect to deliver the experience your customer expects, clarify the role of the branded app, and prototype the future experience before committing to wider change. Success is measured through customer behaviour and commercial outcomes including enrolment, successful benefit redemption and repeat purchase.