Following its success in the US, Apple has now launched Apple Pay in its 10th market around the world. After previous launches in markets including the UK, China and Canada, Apple has announced the service has now launched in Russia. The payment service allows users to pay for items in any high-street shop that has ‘near-field communication’ technology, but whilst it has seen success in the US, Apple has failed to see high-levels of usage in other markets. Other digital payment apps such as Android Pay and Samsung Pay have all provided tough competition for Apple in the international market, with Samsung’s offering already gaining traction in Russia. After launching in Russia, Apple Pay is reportedly looking to Japan for its next launch.