Not content with removing the need for plastic swiping at the retailer terminal, Apple is looking to bypass credit cards entirely for mobile purchases with the use of carrier-billing technology from Boku.
The consumer tech giant has quietly rolled out the technology to Russian iPhone users this week, after first dipping its toes into the water in Germany in an alliance with Telefonica's 02.
In both instances, carrier billing is provided as an option on iTunes accounts for the purchase of digital music, books, games and other apps. Users simply type in their mobile phone number to enable charges to be added to their monthly airtime bill.
It marks the first time that carrier billing has been made available as an option for the purchase of goods on iTunes.
In Russia, the airtime operator partnership is forged with Beeline, the third-largest mobile operator in the country. Both Beeline and O2 have implemented carrier billing from Boku as an option for subscribers buying digital goods via their mobile.