Why can you not use Apple Pay for purchases in the App Store or iTunes?

To make a purchases in the App Store or iTunes, it appears you can only pay by entering Mastercard, Visa, Discover, or AmEx information.   If you select none and try to make a purchase, you will again be prompted to enter this information.  I would like to use my Apple Pay account to pay for Apps/tunes, but that doesn't  seem possible.  It seems this negates one of the primary benefits of Apple Pay, which is to make purchases without turning over your credit card information to the merchant, in this case Apple.  I know you can pay with Touch ID, but that is only authoring payment from your credit card information you have on file.

Hello ToastyFlake,
It sounds like you are wanting to use ApplePay to purchase content from either the iTunes or App Stores. According to the following article, you are correct. ApplePay is for in-app (if the app supports it) or purchasing from a retail store. 
Set up and use Apple Pay
Pay with Apple Pay in stores
On iPhone 6 and iPhone 6 Plus, you can use Apple Pay in stores that accept contactless payments. Look for one of these symbols at checkout:
Pay with Apple Pay in apps
On iPhone 6, iPhone 6 Plus, iPad Air 2, and iPad mini 3, you can use Apple Pay to pay within apps when you see the “Buy with Apple Pay” or “Apple Pay”  button as a payment method. Look for these buttons in apps:
Thank you for using Apple Support Communities.
Cheers,
Sterling

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