CUPERTINO, Calif. (AP) — Apple’s skinnier iPads and flashy big-screen iMac are sleek and stunning. But the tech giant is making a bigger strategic bet with next week’s launch of Apple Pay — the mobile pay service aimed at turning your iPhone into your wallet.

The service, which goes live Monday and has hundreds of banks on board, is “hugely important” says Forrester Research analyst Frank Gillett. It puts Apple in the middle of a wide range of consumer transactions, underscoring Apple’s value as a brand and giving people a powerful new reason to buy iPhones, iPads and other gadgets.