Last night Los Angeles, Calif. news station, KTLA, aired a segment showing Eddy Cue, Apple Inc. SVP of Internet Software and Services, going on a “shopping spree” to showcase Apple Pay.

Rich DeMuro from KTLA’s The Tech Report and Apple’s, Cue shopped at a number of retailers in Santa Monica, including the Apple Store. They paid for items ranging from breakfast to children’s toys using nothing but Apple Pay (see full segment below).

For breakfast they went to Panera Bread (also known as St. Louis Bread Company). But, they ordered from the restaurant chain’s app while still down the road and paid in-app via Apple Pay. Their order was ready for pickup when they arrived at the restaurant.

At Bloomingdale’s they bought a pair of sunglasses and at the Disney Store a pair of dolls from the movie “Frozen”. DeMuro was quick to pick up that the purchase at Bloomingdale’s required a signature in addition to tapping the iPhone to the terminal, while at the Disney Store this wasn’t requested. Asked about this Cue said that purchases over a certain amount requires the extra step to prevent fraud. He noted that Apple hopes to overcome this in the near future.

Their last stop was the Apple Store where Cue spoke about the online uses of Apple Pay. The new iPad Air 2 and iPad mini 3 do not support Near Field Communications (NFC), and can therefore not be used for in-store payments, but they can be used for in-app payments using Touch ID (see our reasons why Apple should support NFC here).

In the four weeks since launch, Apple Pay has experienced some highs and lows. Apple CEO Tim Cook revealed that within just 72 hours of launch Apple Pay saw 1 million activations, and a recent report sees retailers reporting promising numbers for Apple Pay transactions on the back of strong brand recognition. Apple Pay is not unopposed though, with certain MCE members, like Rite Aid, Wal-Mart, CVS and Best Buy all refusing to accept Apple Pay in their outlets.

photo credit: Leo Reynolds via photopin cc