In this commercial we see the tense build up to the moment when a young shopper pays for a carton of milk using Apple Pay.

It’s like a scene from a Sergio Leone movie. The customers and the shop keeper can all sense that something huge is about to happen. Then it happens… the shopper pays with his iPhone….and a tiny, underwhelming beep signals that it worked quickly and simply. Apple Pay arriving in Australia is a big deal, but a big deal that only lasts for a fraction of a second.