While Apple has had more than its fair share of hits (iPod, iPhone and Apple IIe, to name a few), it's also had its misses (Lisa, Newton Message Pad, Apple Watch).
It's too early to tell which camp Apple Pay sits in yet.
A year after launch Apple Pay hasn't exactly rocked our world, seemingly happt to take the slowly but surely approach.
Here's where things currently stand with Apple's mobile payment service.
Pass Go pay $200
Apple Pay was first announced at the launch of the iPhone 6 back in September 2014.
Within three days of launching Apple Pay had 1 million credit cards registered, and 220,00 vendors signed up.
More turtle than rabbit
At launch Apple Pay was only compatible with a handful of US-issued payments cards. Eventually Apple Pay went travelling, first to the UK and then Canada.
The service is now available in eight countries. It first debuted in Australia in November last year for Amex credit card holders.
As of April 2016 ANZ customers can use the service.
Spread the web
Apple Pay is gradually gaining more traction with users and merchants. Over 20% of iPhone 6 owners in the US have used the service.
As more iPhone users upgrade to Apple Pay-compatible devices, expect this figure to increase.
However it won't be a cake walk – the market's already crowded with rivals including Google Wallet, Android Pay, and Samsung Pay.