PROSPECTS FOR LAUNCHING APPLE PAY IN UZBEKISTAN: PAYMENT INFRASTRUCTURE, IMPLEMENTATION BARRIERS, AND ECONOMIC EFFECTS
Shodmanova Ruxshona Jaxongir qizi Turan International University student, shodmanova1410@icloud.com
Sultanov Shoxjaxon Rahmon o‘g‘li Turan International University teacher, shohjahonsultanov02@gmail.com
Abstract
The article examines the prospects for the official launch of Apple Pay in the Republic of Uzbekistan. The relevance of the topic stems from the active digitalisation of the country’s payment infrastructure and the integration of the national financial system into the global cashless payment ecosystem. The study aims to identify the technological, regulatory, commercial, and institutional factors that determine the feasibility and timing of the service’s implementation, as well as to assess potential economic effects on the payments market. The methodology combines systems analysis, comparative analysis of international experience, and qualitative assessment of available statistical data.
The study establishes that Apple Pay was officially launched in Uzbekistan in late October 2026, supporting Visa and Mastercard cards from eight banks [1, 2], while cards of the national payment systems HUMO and UZCARD remain outside the initial contour [2, 8]. Key barriers are identified, including data localisation requirements, the need for technical certification by Apple, and the phased onboarding of issuers. The conclusion is drawn that the launch can strengthen competition among banks, improve the convenience of cross-border payments, and accelerate the reduction of cash usage; however, the sustained effect depends on the integration of national payment systems and the expansion of participating banks.
Keywords: Apple Pay, Uzbekistan, cashless payments, payment infrastructure, HUMO, UZCARD, digital economy, NFC, bank competition.
Introduction
The transition to cashless payments is a sustained trend in the development of financial systems in emerging market countries. In recent years, Uzbekistan has demonstrated consistent expansion of its payment infrastructure, growth in bank card issuance, and an increase in transactions conducted using electronic payment instruments. In this context, the emergence of global payment services such as Apple Pay is viewed not merely as a technological improvement but as a factor of institutional integration of the national market into the international payment ecosystem. Apple Pay is a mobile contactless payment service that uses Near Field Communication (NFC) technology and tokenisation of bank card data. When a card is added to the Wallet application, its details are replaced by a unique token stored on the device and used to conduct transactions. The actual card number is not transmitted to the merchant and is not stored on Apple’s servers, which provides a higher level of security compared with the traditional use of plastic cards [12]. Implementation in a country requires support from card issuers, certification of integration with Apple, compliance with payment system requirements (Visa, Mastercard), and the availability of compatible terminal infrastructure [12].
Until recently, Uzbekistan remained one of the few countries in the region where Apple Pay was not officially available. The situation changed in late October 2026 when the service was launched [1, 14]. However, full integration, including cards of the national payment systems HUMO and UZCARD, remains incomplete [2, 8]. This determines the relevance of the study: the need to understand which factors shaped the launch trajectory, which barriers persist, and which economic effects can be expected as the service’s coverage expands. The purpose of this article is a comprehensive analysis of the prospects for launching Apple Pay in Uzbekistan, focusing on the state of payment infrastructure, identifying implementation barriers, and assessing potential economic effects.
The information base of the study comprises official communications and documents published by state bodies of the Republic of Uzbekistan, materials from the Central Bank, data from the national payment systems HUMO and UZCARD, press releases from international payment systems, and publications in reputable business media [1, 2, 8, 14]. The preparation of the article took into account limitations related to the fact that some statistical data on the development of cashless payments are published with a time lag, and detailed information on the commercial terms of agreements between Apple and issuing banks is not publicly disclosed.
The methodological basis of the work is a systems approach to the analysis of payment infrastructure, comparative analysis of Apple Pay launch experiences in countries with comparable market characteristics, and qualitative assessment of available quantitative indicators. Given that official data on the reasons why HUMO and UZCARD cards were not connected at the first stage are not presented in detail in open sources, the corresponding conclusions are formulated as assumptions based on indirect evidence and are not presented as established facts.
The functioning of Apple Pay is based on the combination of three elements: an Apple device with an NFC module, the Wallet application, and the card issuer’s infrastructure. The issuing bank must undergo Apple certification, ensuring compliance with functional requirements, including the ability to add a card to the application, card lifecycle management, and correct authentication of the cardholder [12]. For banks using third-party mobile applications, Apple’s requirements create additional complexities: responsibility for compliance with specifications rests with the issuer, even if the technical implementation is carried out by a vendor [12]. This circumstance may explain the phased onboarding of banks in Uzbekistan [1, 8].
From the perspective of payment systems, Apple Pay operates over the existing authorisation channels of Visa and Mastercard. National payment systems such as HUMO and UZCARD require separate integration because their processing architecture differs from international schemes. This is precisely why, at the first stage of the launch in Uzbekistan, support was provided for Visa and Mastercard cards, while HUMO and UZCARD cards remained outside the initial contour [2, 8].
Uzbekistan’s cashless payments market is characterised by high growth rates driven by state policy promoting digital financial services, the expansion of the POS terminal network, and the active adoption of mobile banking. According to the Central Bank’s statistical bulletin, between 1 October 2024 and 1 October 2025, the number of bank plastic cards in circulation increased by 21%, reaching 65 million units, while the fleet of ATMs and payment kiosks grew by 40% to 39,800 units; the volume of payments through payment terminals increased by 52%, amounting to UZS 359.9 trillion [10].
A key feature of Uzbekistan is that a significant portion of cards is issued within the national payment systems HUMO and UZCARD, which support domestic settlements and social payments. International payment systems Visa and Mastercard are more widely represented in the segment of cross-border transactions and cards oriented towards foreign travel and online purchases. The launch of Apple Pay exclusively for Visa and Mastercard cards at the first stage means that the service covers only a portion of cardholders, albeit the most solvent segment in terms of cross-border transactions [2, 8].
According to Central Bank data, in 2025 the share of terminal operations, including mobile applications, increased from 40% to 43%, and in trade and services from 44% to 48%; the share of cash in the money supply at the beginning of 2026 decreased to 18.1% [9]. These indicators point to a gradual transition to cashless payments, although cash retains a significant role in the economy.
Status of Apple Pay in Uzbekistan as of the Date of Writing
According to official announcements, on 27 October 2026, the ability to connect bank cards to Apple Pay and Google Pay became available in Uzbekistan [1, 7]. The first participants included the National Bank of Uzbekistan, Ipak Yuli Bank, Orient Finans Bank, Kapitalbank, TBC Bank Uzbekistan, Octobank, Hamkorbank (Visa only), and Uzum Bank (Visa only) [1, 8]. Mastercard separately confirmed the launch of the service in cooperation with six issuing banks.
The Central Bank of the Republic of Uzbekistan characterised the launch as a step towards integrating the country’s payment infrastructure with international digital payment technologies and indicated that the connection of new banks and payment systems would proceed in stages according to their technical readiness [2, 8]. Thus, as of the date of writing, Apple Pay officially operates in Uzbekistan, albeit within a limited contour: without support for HUMO and UZCARD cards and with incomplete coverage of issuing banks [2, 8].
The regulatory factor played a significant role in enabling the launch. One of the obstacles was the requirement to store personal data within the country. In March 2026, Law No. ZRU–1125 amended the Law “On Personal Data”, under which personal data not classified as biometric, genetic, or data of telecommunications users may be stored and processed outside Uzbekistan subject to one of the established conditions, including recognition of the foreign state as providing equivalent data protection [4]. This removed one of the key restrictions for international payment services and indicates that Uzbekistan’s institutional environment is adapting to the requirements of global technology companies.
The commercial factor relates to the distribution of commission costs. Apple charges issuers a fee for transactions made through Apple Pay [12]. For banks, this creates a need to balance the attractiveness of the service for customers against additional costs. At the first stage, the service was joined primarily by banks focused on the retail segment and digital channels, for which the availability of Apple Pay is a customer retention factor [1, 8]. Banks with a less pronounced digital strategy or a significant share of HUMO/UZCARD cards may postpone integration.
The technological factor for HUMO and UZCARD consists in the need to adapt processing and undergo Apple certification. Given that these systems serve a significant portion of domestic transactions, their connection is critical for achieving mass coverage. However, the timing of such connection is not publicly defined [2, 8], which creates uncertainty in assessing long-term effects.
Prior to the launch of Apple Pay, mobile banking applications and payment services using QR codes and NFC technologies within proprietary applications were already functioning in Uzbekistan. Apple Pay differs primarily in its level of integration with the device: payment is made without opening an application, using Face ID or Touch ID, and card data is tokenised at the hardware level [12]. This provides higher transaction speed and reduces the risk of credential compromise.
At the same time, the key difference between Apple Pay and local solutions is its global interoperability. A user outside Uzbekistan can use an added card at any point accepting contactless payments. For local mobile applications, such interoperability is limited. On the other hand, local solutions can be more flexible in terms of integration with national payment systems and social functions, which makes them indispensable for domestic settlements. Furthermore, local mobile applications support HUMO and UZCARD cards, whereas Apple Pay at the current stage does not [2, 8].
The launch of Apple Pay can have a positive impact on competition among banks. The availability of the service becomes a differentiating feature: banks offering Apple Pay gain an advantage in attracting customers oriented towards digital technologies and cross-border travel. This may incentivise other issuers to accelerate integration, ultimately expanding the service’s coverage. However, at the first stage, the effect is limited by the narrow circle of participating banks and the lack of support for national payment systems [1, 8].
From the perspective of payment convenience, Apple Pay reduces time transaction costs: payment is made faster than when using a physical card or opening a mobile application. For e-commerce, Apple Pay provides an additional payment channel in applications and on websites, which may contribute to higher conversion [12]. However, the scale of this effect depends on merchants’ readiness to accept Apple Pay, which requires appropriate terminal infrastructure and, in the case of online payments, integration on the merchants’ side.
The reduction of cash usage is one of the expected effects, but it is not an automatic consequence of launching Apple Pay. Cash remains in demand in segments where digital payments are constrained infrastructurally or institutionally. Central Bank data show that in 2025 the cash turnover through the banking system increased, and although the share of cash in the money supply decreased to 18.1%, it remains significant [9]. Apple Pay rather reinforces the habit of cashless payment among categories of users who already have bank cards and smartphones but may be less inclined to use physical cards for everyday transactions.
Risks and limitations include: commission costs for banks [12], which may be passed on to card servicing fees; dependence on Apple’s decisions regarding functionality and terms; potential strengthening of payment market fragmentation if national systems remain outside the Apple Pay contour for an extended period [2, 8]; and data protection issues, notwithstanding tokenisation, since the processing of part of personal data may occur outside the country [4]. Among the necessary conditions for successful implementation are certification of issuers by Apple, technical integration of HUMO and UZCARD, expansion of participating banks, availability of NFC infrastructure, and user awareness of service security [2, 8, 12].
The experience of Kazakhstan, where Apple Pay was launched in November 2018, shows that initial connection of a limited number of banks is followed by gradual expansion of coverage. Halyk Bank and Qazkom were among the first Kazakhstan`s banks to offer their clients the ability to use Apple Pay [6]. The preparatory period took considerable time: negotiations and testing with Apple required coordination among banks, processing companies, and Apple itself [6, 13]. For Uzbekistan, this experience is relevant in terms of expectations regarding the pace of expansion: the connection of national payment systems and new banks is likely to take months rather than weeks and will depend on the technical readiness of each organisation [2, 8].
Another important lesson is that the launch of Apple Pay per se does not guarantee an immediate increase in the share of cashless payments. In Kazakhstan, the effect was achieved in combination with the development of the terminal network and active policies by banks to promote card usage [13]. For Uzbekistan, this means that Apple Pay should be viewed as an element of a broader strategy for digitalising payments rather than as a standalone solution.
Conclusion
The analysis allows the following conclusions to be drawn. First, Apple Pay was officially launched in Uzbekistan in late October 2026, marking a qualitative shift in the country’s integration into the global payment ecosystem [1, 2]. However, the launch is limited in scope: the service supports Visa and Mastercard cards from a limited number of banks, while the national payment systems HUMO and UZCARD remain outside the contour [2, 8].
Second, the key factors that determined the feasibility of the launch were changes in the regulatory sphere—liberalisation of data localisation requirements by Law No. ZRU–1125 [4]—and the technical readiness of a number of issuing banks. Remaining barriers are related to the need to integrate national payment systems, commercial terms of interaction with Apple, and the phased nature of certification [2, 8, 12].
Third, potential economic effects include increased competition in the retail banking segment, improved convenience of payments, especially cross-border ones, and the creation of an additional channel for e-commerce. At the same time, the scale of these effects will be determined by the expansion of the service’s coverage and the connection of HUMO and UZCARD [2, 8].
Practical measures conducive to full integration include: accelerating the technical integration of national payment systems with Apple Pay; expanding the circle of participating banks by reducing certification barriers; developing NFC infrastructure; conducting information campaigns on the security and advantages of the service; and monitoring the impact on competition and the accessibility of payment services.
References
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