August 26, 2026, 8:12 a.m. (JST)
[Japan] Paidy, the provider of the “Buy Now Pay Later” service “Paidy,” held a media briefing on August 6, 2026, regarding the “Paidy Buy Now Pay Later Plan for Apple.”Under the theme “Buy an iPhone Smartly and With Peace of Mind, in a Way That Suits You,” the session covered the benefits of purchasing an iPhone directly from the Apple Store Online or a nearby Apple Store, as well as the “Paidy Buy Now Pay Later Plan for Apple” featuring 0% installment feesand up to 36 installments—as well as usage statistics, user surveys, and basic knowledge on how to use smartphones safely.The session also featured IT journalist and smartphone safety advisor Tomoko Suzuki as a guest speaker. She explained risks that can occur in daily life—such as “account hijacking pranks,” the handling of authentication codes and identity verification information, phishing, and payment information left on old smartphones at home—along with corresponding countermeasures.
BNPL Is Growing
Globally App Downloads Surpass 25 Million
According to “Mordor Intelligence Buy Now Pay Later Services – Market Share Analysis, Industry Trends & Statistics, Growth Forecasts (2026–2031),” the global BNPL market is booming, and the global BNPL market (based on total transaction value) is projected to reach approximately $750 billion (about 110 trillion yen) by 2026.This represents an increase of approximately 15.4% year-over-year. Regarding the reasons behind this growth, Tomohiro Hashimoto, Executive Vice President of Paidy, cited “the convenience of shopping using only a smartphone,” “the availability of Installment Payments with no handling fees,” and “the ability to easily manage one’s usage history via a smartphone.”
Paidy can be used with just an email address and a cell phone number. In addition to its “Pay Next Month” option—which allows users to pay by the 27th of the following month—it offers “3-, 6-, and 12-installment plans” with no installment fees.In July 2026, the number of app downloads surpassed 25 million. Paidy’s purpose is “To create a world where people can have confidence in their dreams and peace of mind,” and its mission is “Shopping shouldn’t be a hassle.”
Paydi began offering its “Pay Next Month” service in October 2014. In April 2020, it implemented identity verification and budget setting features through “Paydi Plus.”In October 2020, it introduced a three-installment payment plan, and in June 2021, it launched the “Paydi Post-Payment Plan for Apple.” Paydi’s payment process consists of just three steps, and the company cites its intuitive and simple user experience as a key strength.
Total number of orders exceeds
4.8 million Paidy was the fastest to offer Installment Payments for the iPhone 17 launch
Next, Kei Sasaki, VP of Experience at Paidy, introduced the “Paidy Postpay Plan for Apple.”
Available at the Apple Store Online and in-store Apple Stores, this plan was launched in June 2021 in partnership with Apple and celebrated its fifth anniversary in 2026.As of July 2026, it has been used for the purchase of more than 6.7 million Apple products, with a cumulative total of over 4.8 million orders, and is available for more than 2.1 million iPhones.It offers up to 36 monthly payments with 0% interest and no administrative fees (0% interest applies only to direct debit and bank transfers).
Among the plan’s benefits is a trade-in option in the 24th month, where Apple guarantees the trade-in value of eligible iPhones, eliminating the need to pay the remaining balance of the Installment Payments (terms and conditions apply).
Additionally, when the iPhone 17 was released, Paydi was reportedly the fastest option among Installment Payments. Users can select their model and color in advance, and once pre-orders open, they can confirm their order with the press of a button. This pre-order method is unique to this plan among Installment Payments.
To date, there have been more than 4.8 million cumulative orders, resulting in the purchase of over 2.1 million iPhones.The average order amount per transaction is approximately 124,000 yen, and more than 40 percent of users are Gen Z, indicating that the service is primarily used by younger demographics. On the other hand, parents in their 30s and 40s account for 42 percent of users.
On the day of the event, the company presented the results of a “Survey on Attitudes and Practices Regarding iPhone Purchases,” which surveyed 1,424 people who had purchased an iPhone at an Apple Store or through the Apple Store Online over the past year using this plan.When asked what they valued most when purchasing an iPhone (single answer allowed), “the peace of mind of buying directly from Apple” was the top response at 32 percent, followed by “a large number of installment options available with 0% interest” at 29 percent,followed by “the ability to pay in installments with 0% interest” at 25%. Together, these two items related to 0% interest on installment plans accounted for 54% of the total.
In addition, 90% of respondents said they “would like to use this plan again when purchasing Apple products such as the iPhone in the future.”Regarding the benefits of using the plan, “the ability to make Installment Payments without fees” was cited by 71 percent, “the ability to use it when purchasing at the Apple Store Online or in-store” by 52 percent, and “it’s easy to manage because monthly payments remain consistent” by 39 percent. Furthermore, 15 percent reported that they were able to purchase a newer, higher-spec model than they had originally budgeted for.
In recent years, the number of competitors offering fee-free installment plans has increased
. Paidy has two key differentiators from other companies
On the day of the event, Eika Saruwatari, Paidy’s VP of Operations, moderated a talk session featuring guest Tomoko Suzuki, an IT journalist and smartphone safety advisor.
She explained that as smartphones become an essential part of daily life—handling everything from payments to identity verification—it is crucial to be vigilant not only against technical attacks on systems but also against “social engineering,” which exploits human relationships and psychology to extract information or manipulate users.She identified three key points: (1) Do not share your ID, password, or authentication codes with others, and do not verify your identity on behalf of others; (2) Verify information through official apps or websites, not via links in messages; and (3) If something feels off, consult family members, those around you, or official support channels as soon as possible.
In recent years, credit card companies and “Buy Now, Pay Later” (BNPL) providers have begun offering interest-free installment plans, and there have also been cases where certain merchants allow credit card payments with no installment fees.
For example, “When it comes to Apple, there are two key differentiators,” says Mr. Hashimoto. One is that Installment Payments are fee-free for up to 36 installments. He also notes, “Even if you don’t have a credit card, you can apply through Paydi, allowing you to use Installment Payments with the same convenience as a credit card.”While the availability of more services enhances consumer convenience, the company aims to be the consumer’s top choice by further improving its own service. The company has been collaborating with Apple for five consecutive years and has accumulated significant expertise. With iPhone upgrades now becoming the norm, the company hopes to attract even more users.
Furthermore, since it is possible that merchants will begin offering multiple BNPL options simultaneously in the future, the company indicated its intention to continue improving its service.
