Dive Brief:

• In a highly marketed reveal, Apple introduced two new iPhones, a contactless payment process dubbed Apple Pay, and the new Apple Watch Tuesday. 
• Both the iPhone 6 and iPhone 6 Plus feature a Retina HD resolution, and larger screens at 4.7 and 5.5 inches, respectfully. 
• Apple Pay will be available at multiple retailers including Whole Foods, Nike, Petco, Staples, and Macy's starting next month. 

Dive Insight:

Industry watchers were already offering their two cents within minutes of the releases, criticizing the new phones' size while praising the Apple Watch sleek design and side crown that doubles as a scrolling device.

But the real winner for all retailers may be Apple Pay. With the recent announcement of yet another massive retail credit card data breach, Apple Pay may be a creditable alternative to traditional payments -- if the company can get over security concerns surrounding its recent iCloud hack.