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Whole Foods among first retailers to accept Apple Pay

Addie Broyles

Whole Foods Market won’t take a check, but the Austin-based grocer announced today that it would be among the first retailers to accept Apple Pay, the just-announced mobile payment system.

At Apple’s big iPhone 6 unveiling today, the company said that the technology will rely on near-field communication, or NFC, that transmits a radio signal between the device and a receiver.

All Whole Foods checkout lanes currently accept NFC payments, but Apple Pay will likely make it easier for customers who already have an iPhone in one of their hands to use it to pay for groceries.

“Our customers are going to love the convenience of Apple Pay, which will bring a faster, easier, more secure and private way to make purchases at Whole Foods Market,” Walter Robb, co-CEO of Whole Foods Market, said in a release. “We’re committed to providing innovative new choices and conveniences for our customers, and the ability to buy groceries with just a simple touch of a finger elevates convenience to a whole new level.”

Apple Pay will officially launch later this fall.