Starbucks has used the same strategy to minimize transactions fees for small-scale charges, and to build brand loyalty, both factors could reproduce by tying the pre-loaded iTunes gift cards or existing iTunes accounts to its planned payment processing system.

"That would make mobile payments work better for small payments, whether it's music or apps or a single issue of a magazine," said Gottheil. "Tie Apple mobile payments to iTunes accounts for online purchases, and Apple could get a share of everything."

Gregg Keizer covers Microsoft, security issues, Apple, Web browsers and general technology breaking news for Computerworld. Follow Gregg on Twitter at or subscribe to . His e-mail address is .

in Computerworld's Mobile Apps and Services Topic Center.