What payment options would you suggest? Apple only accepts credit / debit cards too (well and gift cards which are also primarily purchased with credit cards).
Okay I realize I shouldn't have said 'Europe', because it seems to differ quite a bit from country to country. I myself are from Germany and while its relativly easy to get a credit card from your bank, only a small minority owns one. The plastic cards, that we get from our banks are called EC-cards (for "eletronic cash") and are completly different than credit cards. They are tied to your bank account, work just like debit cards, and you can pay at every store with them. At online shops you would usually just enter your bank account number and it's directly withdrawn. So the additional monthly fee of owning a credit card is not worth it for the majority of people.
