Rarely does a technology discussion evolve without mentioning Apple and its latest and greatest products. This discussion will be no different. I have decided to review an article from the Associated Press which appeared in today’s Florida Times Union. The article is a review of new service technology unveiled by Apple called “Apple Pay”. In my opinion this article and the product itself, are the definition of integrated technology services. This article describes the use of this new Apple service but I see throughout the article the aspects of marketing through service and marketing of service. Apple Pay is a new service application that will allow users to utilize their iPhone to pay for goods and services. For example, an iPhone user will be able to go to the local grocery store and pay for their purchases simply by placing their phone near a proximity sensor at the cash register. Once the device is recognized by the proximity sensor, stored credit/debit card information will then be used to complete the transaction, thus allowing one leave physical cards out of the process. So, an iPhone 6 owner simply inputs their credit card information into the Apple Pay app on their device and it is then ready to use. This service claims to be highly secure and encrypted and boasts better security than using the physical credit card. So how does this relate to marketing through services? I’m glad you asked. From my reading, I believe this is a service available to a core group of consumers who have already experienced the company’s top quality service. This enhancement adds a new service to this core group of consumers and entices them to continue to use Apple products because of the services offered. SO, these consumers will upgrade (buy) new products to use the new services and remain with apple because of the pleasant service experience. This will also cause