Apple Pay (and other digital wallets) use DPANs (Device Primary Account Numbers) instead of actual credit card numbers (FPAN) to protect customer information and reduce cross-merchant tracking. While DPANs change for different merchants, they remain the same for subsequent transactions with the same merchant. Apple Pay technically doesn't completely prevent individual stores from tracking your purchase history. It doesn't hide personal information, and merchants can still collect details like names, addresses, and product information for order fulfillment.