Apple Turns Checkout Into a Fight Scene in New Apple Pay Ad [Video]

Apple has released a new Apple Pay ad directed by Edgar Wright, turning a trip to a corner store into a martial-arts fight.

The minute-long film follows a man who ducks into a deli with a group of pursuers close behind. Before he can use a jug to defend himself, the cashier slides a payment terminal across the counter. His iPhone payment goes through while an attacker fumbles with a wallet, and the fight spills through the store.

Groceries become improvised weapons, including a string of sausages and a giant fish, with more purchases punctuated by Apple Pay's confirmation sound. When one attacker gets hold of the phone, Face ID rejects him. The shopper pushes the man's head aside, authenticates with his own face and completes another payment before finishing the fight.

The spot closes with 'Fast. Easy. Secure.' Apple Pay protects payments with Face ID, Touch ID or a device passcode and uses a device-specific number rather than sharing the actual card number with merchants.

Apple also used an action-movie setup in its 2025 'Outrun' ad, which sent a driver fleeing from a giant monster through a gas-station checkout.