Apple Pay to Support Retail Store Credit Cards

Apple is expected to announce that Apple Pay will support retail store credit cards at its annual WWDC keynote today in San Francisco, according to The Wall Street Journal. The private label cards, which typically offer customers special offers and rewards, so far have not been compatible with the mobile payments service since its U.S. launch last October.

Many retailers in the United States, such as Walmart, Target, The Home Depot, Macy's, JCPenney, Sears, Bloomingdale's, Old Navy and Staples, offer store-branded credit cards in partnership with major credit companies including Visa, MasterCard, American Express and Discover. The credit cards typically offer loyalty programs where customers can collect points and receive instant savings on their purchases.

Apple Pay is also expected to launch later this year in Canada, China and the United Kingdom, and it is possible that the company will provide more details about the international rollout of the service today. MacRumors will be providing live coverage of the WWDC keynote, which starts at 10 AM Pacific, through our live blog and @MacRumorsLive on Twitter.