I worked to a ecommerce site that entered a new market, after a few weeks a customer called and asked if we couldn't register with MasterCard as an electronic store, so he could get some reward when he shopped at our site. No one had any idea what the customer was talking about, because the reward system isn't really known here.

The rewards may be good for countries like the US, but Apple needs something else for other markeds. More specifically I think they need to be a bank and offer debit cards. Most people in Denmark have debit cards and very few have experience in having to "pay off credit cards". No late fees are irrelevant if all you even known is debit cards.